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 #186 – When Category Doesn’t Matter, Simple Narratives, and ‘How It Works’ With an Opinion
Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Example #1 – ‘How It Works’ With an Opinion
This is my kind of 'how it works' section.
It's simple. Partly due to the product being simple, but they also embrace the simplicity and lean into it as an advantage - "Today. Next. Someday. The whole app, right here"
It's interactive. You can check the boxes and see how it works. Which is cool because doing that let me discover a couple neat features.
It's opinionated. It shows the unique way they think about to-do lists, which becomes a differentiator in the product.
This is an example of clear product messaging, when buyers probably aren't aware of your category.
Instead of Statements wasting time trying to educate visitors on some new category like "bank statement extraction software," they just focus on what matters - clearly describing what the product is and does.
"Convert any PDF bank statement to CSV in seconds."
That's what people are searching for, not some nonsense category.
Here's a great strategic narrative example broken down into three simple parts:
The Shift - Our smartphones have become crippling distractions that hurt our connections and work.
What's Not Working - Leaving our phones at home or switching to a flip phone means giving up all the valuable luxuries of a smart phone that we now rely on.
The Ideal Solution - Now you can decide which tools you'd like to keep with you, and then tap your Brick to ditch the rest for a bit.
I love this simple concept of a "Learn" page on Drafted's website.
It's structured into three sections: FAQ, Use Cases, and Tutorials.
For buyers, it's a helpful way to understand what the product can do, and answer some initial questions like "can I edit a house plan made in Drafted?"
For customers, it's the go-to resource for learning how to use the product.
It's a great example of addressing buyer and customer enablement in one place.
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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.