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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 – Really Honest Positioning

In an industry known for lying, a trustworthy brand can be an effective differentiator.

REALLY HONEST is an insurance broker that claims to be "bad at lying." But their honest approach isn't just lip service, it seems to trickle down into product features as well.

• One claim a year under £25k won't make your price go up
• Every claim-free year earns you a real discount​
• They share the comms between them and your insurer during any claims process​

It's a great example of brand positioning that actually shapes the product as well.

​→ Ready to make a confession?​

Example #2 – Testimonials Straight From The Comments Section

I love this social proof from Tom Ferry, a real estate agent training company.

A big part of their Pivot program is live coaching webinars. So instead of chasing down testimonials, they grab real comments made in the chat during those sessions.

Right below the fold on their product page you now see real unedited customer proof. It's more believable, plus it gives you a strong sense of what attending a session is really like.

​→ See what it's like in a Pivot session​

Example #3 – An Unlikely Influencer Campaign

I think this influencer campaign is genius. Here's why:

First off, this influencer is NOT currently famous. Much cheaper than having Tom Brady promote your product. But to the right demographic, Antoine Dodson is recognizable, even nostalgic.

He's also relevant to the product itself. He rose to internet fame after an intruder broke into his home, so promoting a home security system makes sense. And it's funny.

I also just like how they told a story in this video. I get to see the person behind the internet persona and how he's actually using this product.

Well done Wyze 👏

​→ See what happened to Antoine Dodson​

Example #4 – Help Customers Estimate Their Credit Usage

Twin's pricing calculator has a feature I haven't seen before.

Like many AI products it's hard to predict how many credits you'll need, making it hard to estimate your monthly cost.

So they ask "What will your twin do?" and give you six popular use cases to select. Each one gives you a ballpark of how many credits it'll take and adds that to your monthly quote.

You can adjust it up and down manually yourself too, but this one step helps remove some of the mental gymnastics so you don't get stuck.

​→ What will your twin do?​

Example #5 – A Homepage That Reads Like a Case Study

Vercel's homepage reads more like a Customers page.

Below the fold, they highlight 3 primary capabilities of their product. But at first glance, you might think you're looking at 3 case studies.

They use real examples from Notion, Zapier, and Mintlify to showcase their product capabilities.

And it makes a lot of sense. Why make up something abstract when you have a customer using your product in that exact way.

More companies should be doing this.

​→ See how Vercel is doing it​

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Founding PMM Jobs

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

Some highlights from this week:

• ​Product Marketing Manager @ 1Kosmos​
• ​Head of Product Marketing @ Noma Security​
• ​Head of Product Marketing @ Irys, Legal AI​

​Find More Founding PMM Jobs ↗️​

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3 More Things

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

1. ​Zero AI Writing Tool - These days I'm doing a lot of my long-form writing on a device with no apps, internet, or AI — like a complete phsyco.
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2. ​What We Get Wrong About Isaac Newton - Start defining clear learning objectives and save yourself from random acts of research.
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3. ​200+ Interactive Demo Examples - Get the collection of over 200 demo examples to spark ideas for your next project.

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​Jason and Aubrey​
​Say hi on LinkedIn!