Read Time: 3.8 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...

Supported By: Are you a founding or solo PMM? ​Take this survey! I've chatted with 100s of founding and solo product marketers over the past few years, and one thing is clear — we're each in our own bubble. This annual report is meant to help you see outside of your organization and better understand what other PMMs like you are focusing on, how they measure their impact, what tools they use, how they're compensated, and more. But first, we need your help! Please take 5 minutes to complete the survey below. ​→ Take our 5-minute survey

​

Example #1 - Marketing New Solutions to Old Problems

Creating a new solution to an old problem?

You need to broaden your buyer's understanding of the problem. Better yet, help them quantify it.

Tomorrow Fridge nails this by educating buyers on the sheer scale of how much food we waste and what it costs us.

Thousands of dollars, hours of valuable time, and harm to the environment.

Every fact hits hard and makes you wonder why you don't have a Tomorrow Fridge already.

​→ See why you need a Tomorrow Fridge​

​

Example #2 - The Big Show and Tell

Eight words and a clear visual can be all you need to get your point across.

Rayon’s H1 is a great example. The copy is simple. It tells you what the product does and how it helps.

Same for the visual. Erase the copy and you still know what Rayon does. Plus, their video thumbnail is a great looping gif that quickly shows their product without you needing to click play.

There’s nothing revolutionary here — just a clear product marketing.

​→ Check out Rayon's hard hitting hero​

​

Example #3 - Crawl, Walk, Run

Getting someone to evaluate your product is tough, and most companies push for it too early. Mercury took a different approach with this newsletter ad, promoting a forecast template instead of their product.
​
For curious, but not ready buyers, this tactic wets the appetite without overwhelming.
​
If they love the template, they’re more likely to see Mercury as the perfect fit to do more.
​
A classic crawl, walk, run strategy.

​→ See Mercury's ad in Mostly Metrics​

​

Example #4 - How to Help Buyers Unlearn

In product marketing, you often need to help customers unlearn the old way of doing things. Heck, you sometimes need to do it yourself.

Here's a great social post example from Alex at UserEvidence that gives a real example of how difficult it can be to overcome user inertia.

Even better, Alex is able to turn a genuine personal story into a hard-hitting use case demo. This is the type of product marketing we need more of.

​→ See how Alex got unstuck​

​

Example #5 - Shopify's Boring Launch

Everyone's caving to the pressure of launching flashy AI features.

Not Shopify. They went back to basics for their latest seasonal launch.

"150+ product updates. Nothing new, everything improved."

The updates may seem insignificant individually. But they're packaged in a way that makes Shopify appear focused on the customer, while everyone else is focused on chasing AI revenue.

Not to mention, their microsite is an epic blast from the past.

​→ Check out Shopify's winter launch (The Boring Edition)​

​

---

Never start from scratch again Stop staring at a blank page. Get every resource you need for your next launch, campaign, or messaging project. ​→ Get the PMM Jetpack​

---

​

Founding PMM Jobs

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

Some highlights from this week:

• ​Senior Product Marketing Manager @ Liquidbase​
• ​Product Marketing Manager @ RevX​
• ​Senior Product Marketing Manager @ EvenUp​

​

​Find More Founding PMM Jobs ↗️​

​

---

​

3 More Things

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

1. ​How To Know It’s a Problem - Emma Stratton shares 4 practical ways to assess if a problem truly matters to your buyers and deserves your focus.
   ​
2. ​Your Deals Are Competitive - Think you’re competition-free? Klue Labs analyzed 3,400+ buyer interviews, uncovering how competitive your deals truly are.
   ​
3. ​The Anatomy of a High-Converting Webpage - Nafio shares a framework for crafting high-converting webpages so you can save you time with your web team.

---

​

What did you think of this week's edition?

Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!

See you next Wednesday!

Jason and Aubrey

​

P.S.

I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
​

• ​Get the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
  ​
• ​Join the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
  ​

​Jason and Aubrey​
​Say hi on LinkedIn!