marketers getting yelled at

"I don't care what the website or your messaging guide says. Here's what works with customers..."

That's your top sales rep, taking their precious time to explain why the enablement materials they asked for are collecting dust. 

And they’re not alone in doing it by feel: your customer success (CS) team has invented their own explanations for features, and your product team just launched another update that nobody knows how to talk about.

Meanwhile, marketing is judged by revenue while being given little to no control over what buyers end up hearing during the sales conversation. (This results in them getting yelled at, on occasion.)

Sounds familiar?

Here’s how you avoid this.

This framework helped me and my clients write these into existence:

• homepages;

• pricing pages;

• demo request pages;

• feature pages;

• blog articles;

• LinkedIn ads;

• conference booth collateral;

• one-pagers for sales.

All of the above were aligned around the same messaging out of the box, without shoehorning it or making buyers work to figure out what the product is or why it matters.

If you want, but can’t run this process internally yourself, I can do it for you — you’ll get deliverables in 4 weeks. (Already tested and proven with your ICP before hand-off.)

Also, here’s another good way of thinking about messaging: feature-style grid.

My homepage messaging is firmly in the Style neutral, Feature purist spot. My LinkedIn content, though, gets increasingly Style rebel-ey, with streaks of radical anarchy.

This is the post with the details, including Navattic’s Natalie Marcotullio shedding some light on her thinking process in the comments.