Anthony is, perhaps, the web's favorite writer on Product Marketing. So in today’s podcast, we cover a key Product Marketing and Growth topic: The Ultimate Guide to Positioning.
We go deep on 4 main topics:
* Masterclass in Positioning (0:00)
* Building a Great Homepage (41:00)
* Anthony’s Growth Hot Takes (52:25)
* The Role of PMs and PMMs (1:06:00)
Along the way, we get to hear insider tales from Anthony's experience at FletchPMM.
A big shout-out to our launch sponsors that made this possible:
• Attio: A prior newsletter deep dive subject, Attio is the next generation CRM
• BuildBetter: By our very own newsletter collaborator, Spencer Shulem, BuildBetter is your 24/7 AI-powered analyst
Here are some of my favorite takeaways from the episode:
1. Positioning is about giving frames of reference to help people understand the value of a new product or category.
* Most companies struggle with positioning as they grow. Increased complexity often leads them to reflect their organization chart in their offerings.
* The solution is to have really clear positioning that that stands on its own, rather than supporting each VP in the company. You do this by providing a frame of reference that highlights the value to the people.
2. Clear messaging on homepages is paramount to entice your potential customers:
* Over time, messaging clarity on homepages tends to degrade due to the complexity of growing companies and the influence of high-level executives.
* Avoid the temptation to include too much information on homepages and focus on providing representative samples of what the product can do.
* It should focus on the differentiated product capabilities rather than high-level outcomes.
3. The future of product marketing is to lead with features and product capabilities, rather than just focusing on benefits.
4. VC-backed companies should adopt a bootstrapped mindset and focus on getting customers and generating revenue.
Of course, you’ll have to check out the whole episode to get all the details.