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PMM Best Practises
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PMM Best practises
How to Use the Fletch Value Proposition Canvas
Theme
Value Props
Notes
Nail One Point Before you Attempt to Nall Every Point
Theme
Differentiation
Notes
Demand Gen vs. Brand Marketing
Theme
Mistakes
Go to market
Notes
9 Mistakes that will Kill your Startup
Theme
Mistakes
Notes
2 Types of Beachhead Expansion Strategies
Theme
Go to market
Notes
Anatomy of a Value Proposition
Theme
Value Props
Notes
The Vision Trap: How Vision Marketing Leads to Startup Failure
Theme
Go to market
Mistakes
Notes
Your Target Audience Drives Your Positioning
Theme
Product category
Positioning
Differentiation
Notes
4 Types of Competitive Positioning Anchors
Theme
Positioning
Notes
Minimum Viable Positioning Model
Theme
Positioning
Notes
How to Message the Early Market on Your Homepage
Theme
Product Marketing
Messaging
Website
Notes
How to Position and Message Innovative Products from Early to Mainstream Market
Theme
Messaging
Positioning
Product Marketing
Notes
How to Deploy Your 3-Person Marketing Team
Theme
Mistakes
Go to market
Notes
More Categories = More Competitors
Theme
Go to market
Mistakes
Notes
Products Made Famous by One Feature
Theme
Features
Notes
The Right Idea at the Wrong Time is Still the Wrong Idea
Theme
Value Props
Notes
Category Creation Canvas
Theme
Product Marketing
Use Cases
Notes
The Owner of the Homepage Changes by Company Stage
Theme
Website
Messaging
Notes
Broader Positioning = More Competitors
Theme
Positioning
Notes
The Difference Between Brand and Product Marketing
Theme
Product Marketing
Notes
Enterprise Requirements Vary for Each Industry
Theme
Product Led Growth
Use Cases
Notes
How to Write a Features Section
Theme
Website
Features
Notes
Barriers to Mainstream Adoption
Theme
Product Led Growth
Notes
The Size of the Risk = The Size of the Chasm
Theme
Go to market
Product Led Growth
Mistakes
Notes
Messaging vs. Copywriting
Theme
Messaging
Notes
Two Ways to Write a Homepage for Multiple Audiences
Theme
Website
Notes
Two Ways to Cross the Chasm
Theme
Product Marketing
Product Led Growth
Notes
4 Ways Startups Compete with Market Leaders
Theme
Go to market
Notes
You Need to Find Product-Market-Fit Twice
Theme
Go to market
Product Marketing
Notes
The World’s Clearest Homepage Template
Theme
Website
Notes
Your New Place to House your Positioning
Theme
Website
Positioning
Notes
Outcome Messaging Hides Differentiation
Theme
Differentiation
Messaging
Notes
Fletch’s GTM Messaging Spectrum
Theme
Go to market
Messaging
Notes
Fletch’s Product Fit Model
Theme
Go to market
Product Marketing
Notes
How Your Positioning Impacts Your Marketing
Theme
Product Marketing
Positioning
Notes
Put the Work in to Develop your Positioning Strategy
Theme
Go to market
Positioning
Notes
Visualizing B2B Markets
Theme
Go to market
Notes
How To Write A Homepage
Theme
Website
Notes
Homepage Hero Messaging Strategies of (some) Top Software Companies
Theme
Website
Messaging
Notes
Early Adopters Vs. Everyone Else
Theme
Product Marketing
Go to market
Notes
Two Ways To Describe Horizontal Products
Theme
Product Marketing
Use Cases
Notes
Three Levels of Messaging Clarity
Theme
Messaging
Website
Notes
Fletch Demand Generation Canvas
Theme
Go to market
Product Marketing
Notes
Use Case vs. Capabilities vs. Outcomes
Theme
Capabilities
Use Cases
Notes
Messaging Value Propositions by Stages of Awareness
Theme
Messaging
Value Props
Notes
Fletch’s B2B Messaging Cube
Theme
Messaging
Use Cases
Notes
Fletch’s Founding Thesis
Theme
Product Marketing
Notes
If SaaS Executives Ran Starbucks
Notes
Product Marketing vs. Outcome Marketing
Theme
Mistakes
Product Marketing
Use Cases
Notes
Position For Your Next Revenue Milestone
Theme
Positioning
Notes
Loom Positioning Approaches by Year
Theme
Positioning
Notes
5 Go-To-Market Focuses for PandaDoc
Theme
Go to market
Notes
The Benefits of Leading with a Use Case
Theme
Use Cases
Notes
Startup Messaging Spectrum
Theme
Messaging
Product Marketing
Notes
(Temporarily) Shrink Your Vision
Theme
Go to market
Notes
5 Types of Go-To-Market Strategies
Theme
Go to market
Notes
Loom’s Positioning Timeline and What This Means for You
Theme
Positioning
Notes
How to Generate Demand For a Product
Theme
Go to market
Notes
Scalable ARR vs. Non-Scalable ARR
Theme
Go to market
Notes
The Impact of Creating a Point-Of-View
Theme
Go to market
Notes
The Bigger Companies get, the Worse Their Messaging Gets
Theme
Mistakes
Messaging
Notes
Fletch’s Minimum Viable Positioning Canvas
Theme
Positioning
Notes
DataCebo Homepage Hero Message Re-Write
Theme
Website
Messaging
Notes
Fletch’s Messaging Stairs
Theme
Messaging
Product Marketing
Notes
Competitive Positioning Vs. Contextual Positioning
Theme
Positioning
Notes
Competitive Positioning Guide
Theme
Positioning
Notes
Simplify Your Homepage
Theme
Website
Mistakes
Notes
B2B Persona-Based Messaging Guide
Theme
Messaging
Personas
Notes
Be Dogmatic with Who You Serve
Theme
Product Marketing
Go to market
Notes
4 Questions to Answer Before Re-Positioning Your Startup
Theme
Positioning
Notes
Unclear Messaging and how it Makes your Great Product look Bad
Theme
Mistakes
Product Marketing
Messaging
Notes
The Top 5 Things Every Product Manager Should Know About Product Marketing
Theme
Product Marketing
Notes
The Power of Staying on Message
Theme
Positioning
Messaging
Notes
Does “Maximizing Revenue” Mean Anything?
Theme
Mistakes
Notes
Change the way you Think about B2B Marketing
Theme
Mistakes
Go to market
Notes
Write Your Homepage for the Ignorant Champion
Theme
Messaging
Website
Notes
What Does It Mean to be a Horizontal Startup?
Theme
Go to market
Notes
Making Your LinkedIn Content Worth Reading
Theme
Go to market
Messaging
Notes
Accelex Homepage Hero Messaging Re-Write
Theme
Mistakes
Messaging
Website
Notes
Answering the Core Questions in your Hero
Theme
Website
Messaging
Notes
Messaging-By-Committee is where Messaging Dies
Theme
Messaging
Notes
Competitive Positioning vs Contextual Positioning
Theme
Positioning
Notes
Does Your Homepage Messaging get to the Point
Theme
Website
Messaging
Notes
The Power of Specific Examples
Theme
Product Marketing
Notes
Don’t Hide Your Differentiation
Theme
Differentiation
Mistakes
Notes
Who Reads Your Homepage
Notes
Choose A Market Segment
Theme
Mistakes
Positioning
Notes
Prioritize More Important Products First
Theme
Product category
Product Marketing
Notes
If SaaS Executives Took Charge of Rolex
Theme
Mistakes
Product Marketing
Notes
If Saas Executives Took Charge of Brooks Brothers
Theme
Product Marketing
Mistakes
Notes
Write Your Homepage Hero Like an Infomercial
Theme
Website
Notes
Your Product Category Maturity and how that Affects Your Messaging
Theme
Product category
Messaging
Notes
The Honest Product-Marketing Glossary
Theme
Product Marketing
Mistakes
Notes
The Honest Startup Glossary
Theme
Go to market
Mistakes
Notes
If Saas Executives Made Apple’s Homepage
Theme
Mistakes
Product Marketing
Notes
The Value in Vertical SaaS Startups
Theme
Go to market
Notes
10 Things Founders Say when they have a Product Marketing Problem
Theme
Mistakes
Problems
Product Marketing
Notes
Anti-Value Propositioning Guide
Theme
Value Props
Notes
Ditch the Fluff
Theme
Mistakes
Product Marketing
Notes
Your Ideal Customer Profile is More than Infographics
Theme
Go to market
Notes
Brand Messaging Vs. Product Messaging
Theme
Messaging
Notes
What The Market Actually Cares About
Theme
Value Props
Notes
Should Your Horizontal Startup Go-To-Market Horizontally
Theme
Go to market
Notes
Saas Founder Translation Guide
Theme
Personas
Mistakes
Notes
9 Symptoms of Marketing to Multiple Customer Segments at the Same Time
Theme
Mistakes
Go to market
Notes
Minimum Viable Website Guide
Theme
Website
Notes
Don’t Put Your Mission Statement on Your Homepage
Theme
Mistakes
Website
Notes
Positioning is a Team Sport and Everyone Plays a Different Role
Theme
Positioning
Notes
Positioning is a Team Sport and Everyone Plays a Different Role
Theme
Positioning
Notes
Problem Framing for Value Propositions
Theme
Value Props
Problems
Notes
Website Messaging for Two-Sided Marketplaces
Theme
Messaging
Website
Notes
Your Hero is the Leading Edge of Positioning
Theme
Website
Positioning
Notes
The Simplest Positioning Definition
Theme
Positioning
Notes
Why You Shouldn’t Use “Voice of the Customer” for Startup Product Marketing
Theme
Product Marketing
Notes
Multi-Order Benefits = Undifferentiated Benefits
Theme
Benefits
Mistakes
Differentiation
Notes
Potential Reasons Big Companies Have Unclear Messaging
Theme
Mistakes
Messaging
Notes
Keep Your Messaging Clear During your Growth
Theme
Mistakes
Messaging
Notes
You Don’t Need To Create a New Category to be Successful
Theme
Go to market
Product category
Notes
Avoiding Message Clarity Degradation Over Time
Theme
Messaging
Mistakes
Notes
How to Determine Your Most Compelling Features
Theme
Features
Notes
Lead with the Surface-Level Problem (NOT the Root Cause)
Theme
Mistakes
Problems
Go to market
Notes
Position Yourself Alongside Your Progress and Targets
Theme
Go to market
Positioning
Notes
Homepage Hero Messaging Re-Write
Theme
Website
Mistakes
Messaging
Notes
How To Create Compelling Value Propositions
Theme
Value Props
Notes
Why Your Homepage is Hard To Understand
Theme
Mistakes
Notes
Four Great Heroes With Holistic Messaging
Theme
Website
Notes
Holistic Messaging Vs. Benefits-Only Messaging
Theme
Mistakes
Messaging
Website
Notes
Lowering Friction by Diverting Existing Energy
Theme
Positioning
Go to market
Notes
Dominate A Small Market First
Theme
Positioning
Notes
B2B Messaging Cheat Sheet
Theme
Messaging
Notes
Choosing an Audience for your Homepage
Theme
Positioning
Website
Notes
Single Product Vs. All-In-One-Product
Theme
Product Marketing
Notes
Homepage Hero Messaging Audit of Gem
Theme
Website
Messaging
Notes
Treat Your Homepage like a Dating Profile
Theme
Website
Messaging
Notes
The Single Purpose of a Homepage
Theme
Website
Mistakes
Notes
Fletch’s Positioning Shift
Theme
Positioning
Notes
Don’t Create a Category Unless you have the Distribution
Theme
Go to market
Product category
Notes
Using Messaging to Create and Capture Demand
Theme
Go to market
Messaging
Notes
Go-To-Market for 8-Year-Olds
Theme
Go to market
Notes
The Negative Long Tail of a Generic Customer Definition
Theme
Mistakes
Positioning
Notes
9 Reasons Companies Reposition
Theme
Positioning
Notes
Lenny’s Podcast and “Jobs-To-Be-Done” Guide
Theme
Go to market
Notes
When NOT to Use a Use Case to Message a Suite of Products
Theme
Mistakes
Product Marketing
Use Cases
Notes
How to Use a Shared Use Case to Message a Suite of Products
Theme
Product Marketing
Use Cases
Notes
Taking Advantage of Platforms to Market Your Products
Theme
Product Marketing
Go to market
Notes
Connect “Problems” to your Customer’s “Use Case”
Theme
Messaging
Notes
Definitions of: Use Case, Feature, and Capability
Theme
Mistakes
Messaging
Notes
Good Positioning Vs. Bad Positioning
Theme
Mistakes
Positioning
Notes
End Goals of Homepages and Use Case Pages
Theme
Use Cases
Website
Notes
Fletch’s Use Case Messaging Canvas
Theme
Use Cases
Messaging
Notes
Why Use Case Messaging Resonates Best
Theme
Use Cases
Messaging
Notes
Focus on the “What” and “How” in your Messaging
Theme
Mistakes
Notes
Who Reads what on your Homepage
Theme
Messaging
Website
Notes
Horizontal Startup Go-to-Market Guide
Theme
Go to market
Notes
Homepage Messaging Variations
Theme
Messaging
Website
Notes
Fletch’s Messaging Taxonomy
Theme
Messaging
Notes
Go-to-Market Channels for Horizontal & Vertical Startups
Theme
Go to market
Notes
How to Craft Better Demand Messages for your B2B Product
Theme
Product Marketing
Messaging
Notes
Internal Vs. External Positioning
Theme
Positioning
Notes
Fletch’s Positioning & Messaging Process
Theme
Messaging
Positioning
Notes
Fletch’s Messaging House for Value Propositions
Theme
Value Props
Notes
Value Proposition Builder
Theme
Value Props
Notes
When Should Startups Build a Second Product?
Theme
Go to market
Notes
5 Biggest Struggles Founders Make Explaining Their Product
Theme
Messaging
Mistakes
Notes
How Long Does it Take to Actually get a Marketing Motion to Work?
Theme
Go to market
Notes
How to Use Value Proposition to Hone Your ICP
Theme
Value Props
Notes
Messaging Against Competitive Alternatives
Theme
Messaging
Notes
B2B Startup First-Call Deck
Theme
Positioning
Go to market
Notes
Eight Founder Journeys to Product-Market-Fit
Theme
Go to market
Notes
Minimum Viable Positioning Archetype
Theme
Positioning
Notes
Messaging Vs. Copywriting
Notes
How to Build a Value Proposition
Theme
Value Props
Notes
Headline Webpage Audit
Theme
Website
Messaging
Notes
B2B Buyers are Becoming more like B2C Buyers
Theme
Messaging
Notes
Should you Position your Startup as a Platform?
Theme
Go to market
Notes
Transitioning from Seeking Opportunity Mode to Capturing Opportunity Mode
Theme
Go to market
Notes
Deciding What Product Category To Use In Your Messaging
Theme
Product category
Messaging
Notes
Crafting Resonating Customer-Based Product Messaging
Theme
Messaging
Use Cases
Product Marketing
Notes
Crafting 4 Variations Of Your Value Proposition
Theme
Messaging
Value Props
Go to market
Notes
Fletch’s Value Proposition Messaging Canvas
Theme
Value Props
Messaging
Notes
How to Make Your Value Proposition More Believable
Theme
Value Props
Benefits
Notes
Five Layers of Messaging
Theme
Product Marketing
Messaging
Notes
Product Marketing Canvas
Theme
Product Marketing
Notes
The “X For Y” Hero Template
Theme
Messaging
Website
Notes
4 Levels of Problems
Theme
Product Led Growth
Problems
Notes
Differentiation 101
Theme
Differentiation
Notes
Use Problem-Focused Content to Generate Demand
Theme
Problems
Notes
The “Micro-Message” Game Behind Horizontal Marketing
Theme
Positioning
Personas
Notes
Positioning Your Startup to Standout
Theme
Positioning
Value Props
Notes
Product Messaging Approaches for Startups
Theme
Messaging
Notes
Homepage PLG Messaging
Theme
Product Led Growth
Messaging
Website
Notes
How to Determine Your Product’s Benefits
Theme
Benefits
Notes
Building A Feature Section On Your Website
Theme
Features
Website
Product Marketing
Notes
Should you Create a new Product Category?
Theme
Differentiation
Product category
Notes
Pros and Cons of Vertical and Horizontal Startups
Theme
Product Marketing
Go to market
Notes
Deciding if you are a Vertical or Horizontal Startup
Theme
Product Marketing
Go to market
Notes
Your Homepage is Just One Step in your Customer Journey
Theme
Website
Mistakes
Notes
Evaluating Positioning Anchors
Theme
Positioning
Notes
3 Phases of Differentiation
Theme
Differentiation
Notes
What Research Method is Best for Re-Writing Your Website
Theme
Website
Notes
4 Homepage Section Variations
Theme
Website
Notes
3 Ways to Sell a Platform
Theme
Product Marketing
Go to market
Mistakes
Notes
Does your Product Strategy Strengthen or Weaken your Positioning
Theme
Positioning
Notes
Horizontal Products vs. Multiple Products
Theme
Product Marketing
Product Led Growth
Notes
3 Levels of Product-Market-Fit
Theme
Product Marketing
Go to market
Notes
How to Approach B2B ROI Messaging
Theme
Messaging
Notes
What is Problem Messaging
Theme
Messaging
Problems
Notes
What is “Value”
Theme
Benefits
Notes
Minimum Viable Positioning: 4 Common Pairs
Theme
Positioning
Notes
How to use Minimum Viable Positioning
Theme
Positioning
Notes
4 Stages to Creating a Webpage
Theme
Website
Notes
Where to put your Interactive Product Demo
Theme
Product Led Growth
Website
Notes
Sell Your Features - Not Your Benefits
Theme
Mistakes
Features
Notes
Lead with Capabilities over Benefits
Theme
Capabilities
Benefits
Notes
3 Stages of Growth for Horizontal Companies
Theme
Product Led Growth
Notes
Stack Messaging Elements for a Clearer Homepage Hero
Theme
Messaging
Website
Notes
What Prospects Really Mean When They Ask for ROI
Theme
Mistakes
Notes
Choosing and Using a Positioning Anchor
Theme
Positioning
Website
Notes
Three Ways to Position a Horizontal Product
Theme
Positioning
Product Marketing
Notes
Importance Of Audience-Message-Fit
Theme
Messaging
Notes
Fletch’s Guide To Choosing A Homepage Hero
Theme
Website
Messaging
Notes
Ways To Segment Your Market
Theme
Go to market
Notes
6 Homepage Hero Templates
Theme
Website
Messaging
Notes
Changing Product Category Based On Your Audience
Theme
Product category
Notes
Category Differentiator - Compelling Hero Messages
Theme
Messaging
Website
Differentiation
Notes
High Costs Of Running Horizontal Startup GTM
Theme
Mistakes
Go to market
Notes
Four Homepage Templates
Theme
Website
Notes
Determining The Maturity Of A Product Category
Theme
Product category
Notes
Startup GTM: Small→Big
Theme
Go to market
Notes
Helping Prospects Understand Your (Horizontal) Product
Theme
Product Marketing
Notes
Content vs Concept Repurposing
Theme
Mistakes
Go to market
Notes
2 Unmistakeable Undifferentiated Phrases In Your Messaging
Theme
Differentiation
Website
Notes
Why Features Matter
Theme
Differentiation
Features
Product category
Notes
Three Functions For Successful Homepage Messaging
Theme
Messaging
Website
Notes
Differences Between Brand And Product Marketing
Theme
Product Marketing
Notes
High-Growth vs. Hyper-Growth
Theme
Product category
Notes
Awareness Cycle vs. Awareness Velocity
Theme
Go to market
Notes
Building Your First Go-to-Market Strategy
Theme
Go to market
Notes