The Marchitect

S3 Episode 6: Stop Leading with Benefits?! Fletch PMM’s Robert and Anthony Explain Why.

Sep 28, 2023

Robert Kaminski and Anthony Pierri of Fletch PMM discuss the importance of building trust and credibility through genuine interest and expertise. They provide valuable tips on positioning and messaging, emphasizing the need for customized messaging based on target segments. They also highlight the shift from leading with benefits to leading with capabilities in marketing.

48:28

Creator website

Episode guests

Robert Kaminski

Anthony Pierri

AI Summary

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Leading with the capability or solution to the target audience's problem is more effective than leading with generic benefits.

Building trust and credibility involves understanding the target audience's situation and industry trends.

On the homepage, anchor positioning with specific elements that resonate with the target audience.

Deep dives

Focus on Specific Problems: Explaining the Product

When explaining a product or solution, it is important to focus on specific problems that the target audience faces. By addressing their pain points and challenges, you can establish a connection and build trust. Leading with the capability or the solution to their problem is often more effective than leading with generic benefits. By highlighting how your product can solve their unique issues, you can differentiate yourself from competitors and provide value.

Introduction

3min

Positioning and Messaging

21min

Differentiation and Messaging for Organizations of Different Maturity Levels

3min

Building Trust and Credibility

8min

Messaging to Different Personas

8min

Different Strategies for Leading with Product or Service Aspects

5min

Does your product marketing lead with value? And how is that hurting your brand?

Imagine if you led with capability. Enter Robert Kaminski and Anthony Pierri, Partners at Fletch PMM, who specialize in positioning and website messaging for early-stage startups.

They sit down with our host, Rowan Noronha, to delve into the importance of building a bridge between your product and potential customers. They share their experiences building trust and credibility through genuine interest and expertise by walking through their proprietary messaging and positioning strategy. (This is free stuff, folks!)

Positioning and messaging are key elements of product marketing, and Robert and Anthony provide valuable tips on approaching them effectively. Whether you're a seed or Series A company with multiple target segments or a mature market with fierce competition, they've got messaging and positioning tips to apply today.

In this episode, you’ll learn:

Positioning isn’t just one document—it matures and expands as your company does.
Why shared language is critical to building, growing, and assessing your product marketing strategy and execution.
Leading with capability instead of value is more impactful when marketing your early-stage startup products.

Jump into the conversation:

(4:35-5:01) The importance of positioning during company growth

(8:45-11:00) Shared language in product marketing

(15:57-16:30) Messaging strategy for early-stage startups

Join us as we explore the eight elements of messaging and positioning strategy, and learn how to use different types of anchors to attract customers. From problem-solving to showcasing unique features and promising significant benefits, Robert and Anthony will guide you in creating compelling content.

Resources:

Check out their slides here: https://listen.casted.us/public/74/The-Marchitect-95ffab0b/164d988d/share/ba8485d3

Fletch PMM: https://www.fletchpmm.com/

Connect with Robert: https://www.linkedin.com/in/heyrobk/

Connect with Anthony: https://www.linkedin.com/in/anthonypierri/

Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/

Product Marketing Community: https://www.productmarketingcommunity.co/

Presented by Pavillion https://www.joinpavilion.com/

Produced by Share Your Genius https://www.shareyourgenius.com/