Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.
PMM Files #166 β Exaggerate the Problem Till It Hurts, Clever Pricing You Can't Leave Alone and The Simple Hero
Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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LeaveMeAlone has an unusual pricing strategy that's pretty clever. In addition to the usual monthly and yearly plans, they have a single-use tier called "Pay Once." It's a paid 7-day pass for $20. No free trial, no free plan.
I actually paid the $20 and unsubscribed from hundreds of lists. As I did, I got looped into a nurture sequence explaining why I'd want to stay.
It had messaging like: "Your inbox clutters up again fast. Give it two months and you're back where you started."
It's a smart way to collect revenue from people with a specific pain who want it solved now, and then introduce more when they have gotten value.
Acctual's hero is one of those refreshing examples of not trying to overcomplicate things.
Between the hero copy and image, it's easy to understand what the product is: invoicing software.
The copy clearly describes the value: get paid fast while giving clients the flexibility to pay how they want.
They even show transaction fees right in the hero, which addresses a major concern for this type of software: Bank transfer 1%, stablecoin 1%, cards 2.7%.
Most segment-specific pages are just templates with a few swapped words. Understory shows what it looks like when you commit.
Their site has a dedicated page for every experience business type. Cooking classes, boat tours, festivals. Each one earns its specificity.
For example, the cooking class page opens with "More full classes, less admin, more time for your cooking." Further down: "Running a cooking class is rewarding. Managing one, not so much."
Between the copy and images, this page speaks directly to this particular segment.
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The PMM Foundry is a group coaching program for founding and solo PMMs.
Those of you doing it on your own, without a mentor, a peer group, or indication that you're βdoing things right.β
Itβs not another course, or a series of packed webinars.
This is an intimate, 12-week cohort where you and 5-7 other PMMs will go deep on building your product marketing function, establishing core frameworks and processes, and handling the challenges that come with it.
After 12 weeks, youβll leave with a better understanding of the product marketing function, plus templates and frameworks youβll feel confident using.
More importantly, youβll have a safe space to get feedback, workshop ideas, validate your thinking, and connect with other like-minded PMMs in the same situation as you.
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Three articles, posts, or tools you should add to your swipe file.
βHow to Balance Quick Wins vs Bigger Projects - Founding PMMs get pulled in lots of directions. Jason gives some advice for how to think strategically about where you focus. β
Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.