Product Marketing Life How to make your messaging punchy with Emma Stratton, Founder at Punchy
Sep 13, 2024
Emma Stratton, the Founder of Punchy and dubbed the 'Queen of B2B messaging,' shares her expertise on making B2B messaging more personable and impactful. She discusses the evolution of marketing communication towards a human-centric approach and stresses the importance of cutting out jargon. With anecdotes from her writing journey, Emma emphasizes crafting clear messages that resonate with both technical and non-technical audiences. Her insights promise to transform how product marketers engage with their customers.
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Translation Troubles
- Emma Stratton recounts training European product marketers who struggled to translate abstract B2B messaging.
- Phrases like "unleash your potential" have literal meanings in other languages, making them nonsensical in B2B contexts.
The Barbecue Test
- Use the "barbecue test" to simplify your messaging.
- Ask yourself how you would explain your product to someone at a barbecue, using casual, everyday language.
Customer-Centric Messaging
- To create more human messaging, start by talking to customers and transcribing their language.
- Use their simple, clear descriptions of problems and solutions to inspire your messaging and headlines.