Buyer First Bites #28: Burn boring messaging

Happy Friday,

When I first started product marketing work, my messaging process looked like this:

→ Google doc of one-liners and value props
→ Back and forths with my founders
→ Gut-feel decisions with no clear direction

Then Eric Holland built Mojo PMM + reminded me what good messaging looks like.

So for this edition, I asked Eric how to write B2B messaging that buyers actually want to read:

1. Ditch “strategic narratives”: Buyers don’t care about big market shifts, they want to know “Can you help me or not?”

2. Map out steps in their workflow: Show you understand how they operate (without mentioning your product)

3. Add pain points to each step: See if that current step needs your help or not

4. Score the severity: Know which steps need a bandaid, and which need surgery

Curious how Mojo changed my messaging?

Basically helped me create an actual framework vs just a Google doc.

– Natalie Marcotullio (Head of Growth + Product Marketing)

^{p.s. Want to see a non-boring B2B website? Check out Mojo PMM}