Category: product marketing
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Bluesky and your brand
Get your account established Watch before you post Remember that this part of the internet is permanent Be kind and human, as well as a brand
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Try not to insult your audience
I keep thinking about that catastrophically bad Apple commercial for the new iPad.I can see what they were trying to do, to say that all these tools could exist inside their new, skinnier iPad. But the way it read to people who care about painting with paint and playing tactile instruments was that iPad was…
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Context is King
Amanda Ciarci wrote an article called Content vs Context: If Content Is King, Context Is Queen in Marketing. It talks about how the right content doesn’t work as well if it’s not paired with the right context. We can all think of examples of this from retail advertising. The right time for a delivery pizza ad…
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Bar oil and tailored messaging
I just spent a paragraph explaining to you what bar oil is. It’s not because you’re dumber or smarter than professional woodsmen, it’s because a message only works if you know who the audience is and what they care about. If you run in software circles, it’s easy to believe that we’re all talking about…
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Identify the problem, then offer the solution
You’ve got trouble, right here in River City It starts with P and that rhymes with T and that stands for trouble. The good people of River City were not dying to spend a lot of money on trombones and band costumes because they’re shiny. It’s because they understood a new problem and wanted to…
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How long has this been going on?
It’s easy to feel like AI* was the domain of science fiction and IBM moonshots until ChatGPT burst onto the public consciousness like Kool-Aid Man. It’s easy, but it’s not correct. What even is AI? LLMs have been around a lot longer than that, fixing your spelling and grammar and missed semicolons at the end…
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Brand and the Trust Thermocline
How do you feel about getting on a Boeing airplane right now, March of 2024? Maybe not as secure as you did last year, or before the 777 stories started appearing? 10 years ago, we never gave it a thought. Air travel was (and still is) much safer than the drive to the airport. We…
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My spicy Product Marketing opinion
Product-led growth is important, but it can’t be the whole product marketing plan. Some differentiating features don’t work or can’t be shown in a freemium model. And in an economy that prizes efficiency over expansion, counting on developers to have time to noodle around with experiments may not be sustainable.
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Team-led growth and synthetic data
Last week, I talked about making a trial/demo environment that let people imagine how software would work for their team. Today I want to explore what kind of data is useful in a team-product demo. Consider setting Because I’m talking to developers and decision-makers in noisy, chaotic, and distracting environments, I prioritize showing the every…
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Team-Led Growth and Staging
Not that kind of staging. Team-based products are really hard to demo, because they’re hard to see the value of as a single person. If the point of the product is collaboration, standing up a single user account doesn’t really show any of the value. It’s like the difference between touring a completely empty house,…