Read Time: 3.5 minutes

Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

Let's get to it...

Example #1 - Differentiate With Transparency

Most companies would never do this.

Buffer operates in a competitive space with many VC-back companies. One thing that makes them stand out is their transparency.

That's what the "Open" page on their website is all about. All of the company's most confidential metrics like monthly active users, recurring revenue, average revenue per user, and even salaries are out there for all to see.

When you're competing against big players that focus on growth at all costs, building a brand around radical transparency and healthy business practices can be an effective way to differentiate.

​→ See Buffer's Open dashboard​

Example #2 - The Messaging BS Radar

Notion's new AI Agents are super impressive, but people still look at them and ask "what would I use this for?"

That's why showing real use cases is important. And Notion is constantly doing this on LinkedIn.

One example is the Messaging BS Radar, built by the Notion product marketing team.

Submit copy for emails, ads, and more, and a Notion agent reviews it against PMM's messaging frameworks. It then adds feedback, makes recommendations, and even writes a revised version.

A cool example of a specific, high-impact use case that knocks down usage and adoption barriers.

​→ See Hurley's full walkthrough​

Example #3 - Prove the Mistake, Get a Porsche

This is a great example of how to take a product differentiator and turn it into a campaign that grabs attention.

Wispr Flow's AI voice dictation is best in the world at getting every word you dictate right, no matter how you talk.

To prove it, the company offered five people a Porsche 911 GT3 RS if they could get Wispr Flow to make a single mistake 🤯

I don't know how real this is, but I love how they stage an exaggerated stunt to hit home one thing about their product they want others to remember.

​→ See the Porsche challenge​

Example #4 - Get Specific With Your Use Cases

Runner doesn't just tell you it can tackle board prep for founders. They go into detail on exactly how.

Their "AI Board Prep for Founders" page shows you three animated examples of specific board prep prompts, what tools are involved, and each step in the process.

As a potential user, you get the full picture, and can confidently say "I can see myself using this."

​→ See the board prep workflow​

Example #5 - How to Niche Down

Understory is a clear example of niching down.

In a crowded market like booking software, their focus is on experience businesses.

But on their site, the segmentation continues. Food and drink classes, creative workshops, wine tastings, active experiences, boat tours. Each one gets its own messaging, tailored to how that specific business actually operates.

Most companies feel pressure to go broad and capture every possible customer. Understory does the opposite. Pick a niche, then find the niche inside the niche.

​→ See how Understory segments​

---

Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

• ​Founding Product Marketing Manager @ HireBoost​
• ​Founding Product Marketing Lead @ Recruitics​
• ​Product Marketing Manager @ Miovision​

​Find More Founding PMM Jobs ↗️​

---

3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​Why PMM Should Own Pricing and Packaging - Madeleine Work makes the case for PMM owning pricing and packaging. Less bias, more data-driven, and aligned with positioning.
   ​
2. ​Every GTM Problem Is a Layer Problem - Douwe Wester maps out where GTM problems happen across marketing, sales, and CS.
   ​
3. ​Want to Write Better Copy? - Our friend Shlomo Genchin just launched a library of copywriting techniques, examples, and ready-to-use prompts

---

Share with friends, get rewards

​Jason and Aubrey​
​Say hi on LinkedIn!