So many product marketers do their own messaging alone. I’ve always advised group work on any strategy, and was painfully reminded of that need when I started the messaging for Buyer Persona Institute. I experienced, once again, that deep knowledge of the product is essential but not enough to achieve excellent messaging. It took teamwork and outsiders to create the message you see on the homepage – At Buyer Persona Institute, our sole aim is to give your buyer the voice to say: “Here’s what really matters to me: please deliver.”
My primary role was to keep the team grounded in the reality of what the services could accomplish. There were a few times when a creative turn-of-phrase would capture the team’s imagination, resulting in a message that over-promised or missed the point altogether.