Last night, you received the special free preview of the podcast as a newsletter subscriber. Now, the podcast is live for everyone!
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This includes the second episode with Anthony Pierri! And it’s one you don’t want to miss.
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Attio: A prior newsletter deep dive subject, Attio is the next generation CRM
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Anthony’s Episode: The Ultimate Guide to Positioning
Anthony has written one of the most popular pieces in this newsletter, The Ultimate Guide to Homepages. So in today’s podcast, we turn to a broader topic: The Ultimate Guide to Positioning.
In this episode, we cover 4 major chapters:
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.
If you don’t have time for the full episode, here’s what you need to know:
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.
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.
The future of product marketing is to lead with features and product capabilities, rather than just focusing on benefits.
You’ll have to check out the whole episode to get all the details.
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Up Next
First off, I promise this is the last time I will e-mail you twice within 24 hours. Special occasions demand special actions! (And it’s the only way to launch 2 episodes on 1 day via Substack.)
Second, in case you missed it, I’m really excited about the upcoming podcast guests:
The next podcast will drop on Thursday, and we’ll continue twice a week.
Finally, the newsletter is still going full steam. I have teams hired and onbaorded to help with the podcast, and we’re doing the same for the newsletter, so we’ll keep up on the quality and frequency you are used to.
Expect the following:
The Ultimate Guide to Retention
Guide to Estimation Questions
How to answer ‘Why This Company’
And many more awesome deep dives soon.
Talk then 🍻
Aakash
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