Do this next after writing product messaging.

Hey soo…

We secured our first sponsor yesterday morning. A major milestone for the “worst idea to ever get traction on LinkedIn.”

Product marketers NOT being marketers.

Couldn’t have made it to 26 episodes without your support. Even if you disagree with us, we still like you (mostly).

Welcome to the next episode of Dying 4 Influence. The weekly newsletter for misunderstood B2B product marketers.

Know how the best PMMs operate in B2B. Get a dose of knowledge to stand tall in a sea of unseasoned marketing.

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🕵🏾‍♀️ Are you PMM in B2B?

Well duh! We’re not marketers.

That’s the right answer, in case you were wondering.

But the good news! It's okay to write v1 copy into messaging frameworks.

Sellers might like us more - crafting collateral they can actually use. Showing what 'good' should actually look like for buyers.

Being a messaging architect, who can write like the top-performing outbound sales rep.

✍🏾 Agree but not a B+ copywriter?

Well you’ve signed up for the right newsletter, because I’m here to show you an easy approach how.

It’s a simple 4-step technique, so easy that you can do it in your sleep.

Transforming any value pillar on your messaging framework into bonafide v1 copy. Your manager will be in complete awe of what you wrote.

You ready?

The 4-step messaging transformation

1. Situation - How might this [insert value benefit] show up as a NEED for our target audience?

2. Complication - Who’s the villain in this situation?

3. Question - Based on #1 & #2, what’s the logical question here?

4. Answer - To the original question.

Now let’s imagine you’re crafting a new message framework. Around a podcast for misunderstood product marketers in B2B SaaS.

Sound familiar?

Ha anyways! One value pillar is be a strategic partner.

Here’s what v1 copy could look like, using this 4-step approach…

What the hell just happened?

Okay! We might have a minor situation here.

Let’s break it down - step-by-step - on what I did here to get the final version.

Value pillar: Be a strategic advisor.

Situation: How might that value show up as a NEED for misunderstood product marketers in B2B SaaS?

• PMMs depend on internal relationships to get shit done.

Complication: Who’s the villain in this situation above?

• Sometimes are left off meeting invites and get ghosted on Slack.

Question: What question arises from the situation and complication?

• How can PMMs get shit done, when colleagues see them as an afterthought?

Answer: What’s the answer to this original question?

• Find out what matters more to colleagues at work. Their KPIs!

The 4-step technique converted this one pillar (Be a strategic advisor) into a mini-narrative. Here’s the final version again, with highlights from before.

The situation still remains our first sentence. The answer we found in step 4? Now becomes the second sentence - our thesis statement.

Colleagues don’t care, if you don’tshow interest first.

The complication can now be used as reasoning - in the 3rd sentence - to support our main claim (thesis). I added the 4th sentence to emphasize our claim again.

PMMs gotta figure out how our colleagues get their performance measured.

The last sentence becomes a CTA with our value pillar embed.

✅No mention of the product

✅No feature-selling

✅No jargon

That’s how you can create ready-made copy with any value pillar in a message framework. Now go make your boss proud!

🎙Featured Episode

Boldness - What that should look like in B2B PMM w/ Julien Sauvage

Bold marketers? They’re harder to find in B2B SaaS than the “clearance section at a Lululemon store”. Our industry today is living under a “sea of sameness”. Relying on revenue as our single product differentiator, right? Wrong!

This is what Julien Sauvage drew out in this “Starry Night” of conversations in this episode. Julien is the GVP of Marketing at Clari. Prior to that, he drove PMM there, Gong, and Salesforce.

Here’s what we cover in our brief 40-minute picnic:

• What Julien NEVER wants to hear a PMM say. Even if you're a "storyteller", still no excuse.

• Faster way to ship "pretty bad webpages"? Do this and nothing else. No one will EVER read it.

• Salesforce, Gong, and Clari. Surprisingly simple way they each built their positioning? You'll be mad for not knowing sooner.

• What practice does all great positioning share? Problem statements! Why yours should be a few words, not paragraphs.

• Why this high-profile product launch at Salesforce was an epic FLOP.

• Be a messaging architect who can build. One more reason why PMMs should be good copywriters.

• The simple paradox of product marketing. What is it? Why it still confounds Julien, as an executive, today. 

• Don’t assume everyone knows what we do. Julien’s must-have advice on impact if you’re a “data-driven” product marketer.

Go here to discover and listen to the full episode.

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