Watch Me Build Positioning & Messaging in 2023 (by an Ex-Google PMM)

[@emmanuelorilade2025]

Your have the best KZbin channel on product marketing. Too awesome i couldn't ignore 👏🏽👏🏽 .

[@ciarabunch]

This is a great example of building positioning and messaging by keeping things simple. Thank you for breaking it down!

[@thetechpmm]

My pleasure!

[@dollaya8893]

This is so helpful! Thank you so much. I love the examples, making me understand more. I also have one question. If I don't have strong knowledge of all competitors, how can I come up with their positioning? Just looking at their websites don't seem to help to understand how they position themselves. I mean you seem to have a lot of knowledge on the competitors and the problems and the solutions. I will apply this for a multiplayer game for kids, but I don't really know how they are different, even after looking at their websites. Also, hope you could do a video on value proposition. But anyway, thank you so much. This is so actionable.

[@thetechpmm]

look at how they position broadly on their website (ex: headline), then look at how they position for specific audience segments (ex: their product or use cases pages)

[@DesignofStory]

This is such a great, organized, and concrete way to approach this. Thank you for sharing this!

[@LifewithKarDeepz]

This is a gold mine. Great walkthrough of a real world example to understand your thinking.

[@thetechpmm]

thanks! glad you found it helpful :)

[@TechFictionist]

Would you consider creating a video on building a framework for a niche product and how positioning works in that case?

[@thetechpmm]

sure! can you send me a product i can use as an example? :)

[@TechFictionist]

Hmm. How about Google Keep?

[@alexandracianciara5878]

This was so so helpful Henry! Would love to see more of these examples such as creating personas and researching competitors. Btw would you have a template for this one to download?

[@thetechpmm]

Check out pmmschool.com :)

[@koyamani]

This is exactly what I was struggling with. Super helpful. Thank you so much for your empowerment

[@thetechpmm]

thanks! glad you found this helpful!

[@danieltannor6647]

It'd be awesome to see more examples for more difficult products. Also, you mention the rule of 3 but then on the 'messaging' page you proceed to write down 4 points, not sure what the approach is

[@theMyth333]

There is so much value in this short video. Thank you for sharing this :)

[@lofinchill9425]

Would love to see the Use Cases complete as well

[@ejsanjuan1111]

Bro, I've really appreacted what you've taught us. I was just wondering. Where can we get the "Data" reliable just in case clients of us would ask "where did you get this?" so it will not be in a more opinionated way. I really like how complex yet simple you're sharing. Thank you very much.

[@Kadaa988]

Wow, this video is incredibly detailed and has made positioning and messaging understanding so easy! Thanks for sharing this valuable content.

[@thetechpmm]

you're very welcome! glad you got value :)

[@maryikewunalero8739]

Thank you so much .. just what I needed to build my portfolio

[@brian2973]

This is fantastic. Thank you so much for this video. Most actionable and succinct video on brand positioning that I've found to date.

[@thetechpmm]

thanks! appreciate the note

[@winwinsri]

What an Invaluable quality content - Another Rare Gem - Excellent Articulation. Thank you very much Henry!

[@thetechpmm]

Thanks! Appreciate it :)

[@peri5111]

In a b2b scenario how do I setup the target customer, will it be the business or those inside the business that will benefit?

[@therains-t6k]

Thanks Henry- it’s pretty applicable and simple framework to follow! Looking forward to more practical framework like this🙌🏻

[@thetechpmm]

np! glad you found this helpful! looking forward to seeing you implement them for your new product ;)

[@TongRice]

Hey Henry, this is super useful! Really love your frameworks and how they make so much sense. I have a question about messaging - between solution marketing, problem marketing and benefit marketing, are these different approaches more catered for one type of audience or another? E.g. Is it easier to market to people at the top of the funnel with problem marketing, and solution marketing as they become more aware of the choices in the market? Would also love to learn more about how to tailor the wordings a bit better when it comes to building taglines for websites and such! Thank you so much again for the awesome content :)

[@thetechpmm]

that's a great question! I think it's best to a/b test to see which resonates more with which customer segments and at what stage. your rationale makes a lot of sense. people who are problem unaware will respond better to problem marketing messaging whereas people who are shopping will respond better to solution marketing

[@ScommeStef]

Hi Henri, thank you for this great video! This is really the best model I have seen. Does this work for services as well? Could the features be adapted somehow to services?

[@thetechpmm]

Yep! You can market your services as well :)

[@lenaperchenko7933]

This is brilliant! Thank you so much for your time and such quality content!

[@thetechpmm]

np! glad you enjoyed it! :)

[@hillsong-ny6yc]

so good , clear and simple to understand, well done

[@Xypher888]

You're truly amazing at your work! Thank you! 🎉

[@thetechpmm]

thanks! glad it was helpful

[@RockHopper-uo7vz]

😀😀Thanks, Henry for bringing such valuable content that I would not have learned from anywhere else. The structure you gave is very easy to understand. Also, it's very practical and valuable for new PMMs. I really hope you can keep updating PMM basics, skills, and tips!! Best wishes to your channel and yourself!

[@thetechpmm]

np! glad you found this channel helpful :)

[@alo5323]

Is it possible to get the link to the spreadsheet.

[@Ildefons_Cerda]

Immensely useful content! Thanks for sharing this structured approach.

[@thetechpmm]

glad you enjoyed it!

[@wendychan6195]

Awesome video! Very helpful and good example!

[@Le0phenomen0]

J'ai beaucoup apprécié ta vidéo, une approche très pédagogique ! Thanks a lot ;)

[@thetechpmm]

you're welcome!

[@NgocLe-xv1ll]

Such a great video, thank you very much Henry 👍

[@lofinchill9425]

Super helpful!! Commenting for reach

[@alinefischer7940]

How did you research the pain points? Thanka for the great content!

[@thetechpmm]

talk to customers and get data :)

[@3vecesminombre]

Great example! Thanks!

[@shanshanwang4870]

Your videos are very helpful and informative, leaning from your channel. Thank you!!! Keep it up!

[@thetechpmm]

you're welcome! will continue trying my best :)

[@raonigoncalves8203]

Just met your channel and it's already being pretty helpful. Thank you! (:

[@thetechpmm]

glad you enjoyed it! :)

[@damilareolutola6755]

Thank you Henry. Great Guy

[@Grace.Idiare]

Great video, Henry!

[@shivendusrivastava3608]

What are some courses and skills to take and learn to get PMM jobs ??

[@thetechpmm]

check out this video :) kzbin.info/www/bejne/Z4CyqJujnJiCaNUsi=GgjkJvWkQLLxTzQf

[@JawadeAitHammou]

Very helpful... Thank you

[@thetechpmm]

Glad it was helpful!

[@LifewithKarDeepz]

How did you identify the problems for competitors in the positioning section. Do you have any method to arrive at this specific problem that they are facing?

[@thetechpmm]

2 ways: 1) look at their website positioning & messaging and 2) talk to your customers to understand who they were considering and why they chose you vs others.

[@XuanDeng-wm8pq]

This video is amazing! thx for sharing!

[@thetechpmm]

Glad you enjoyed it!

[@savioursanders9205]

Hello! That's a very good content yiu have here. Can you please share the template you designed?

[@thetechpmm]

thanks! you can find the template on www.pmmtrack.com

[@kyliestorts6598]

This is a great video, thanks for sharing this! If you're working on a product for more than one target audience, do you repeat this process for each audience? Thanks!

[@thetechpmm]

you're welcome! the answer's yes! the more specific you can get with your customer pain points, the more your messaging will resonate :)

[@lestatandlewis]

This is so helpful. Thanks for the amazing tips!

[@thetechpmm]

Glad it was helpful!

[@peterkortvel]

I love this process, how simple you can explain it, and how you can map things such as pain points and benefits together. Is that your own process or have you followed some other resource(s). Regarding messaging, would you also add anything related to storytelling or it didn't apply to your products? Thanks!

[@thetechpmm]

thanks! its a process ive come up and iterated over the years. theres tons of frameworks out there but they're usually too complicated to fill out. re messaging - i think storytelling is more powerful in b2b (high touch) than b2c. storytelling in b2c is best conveyed through customer stories / testimonials / use cases.

[@peterkortvel]

I really like it. You should consider creating it in a framework or template format to share with peers.

[@feelhuhu]

Thank you. I learned so much from this video!!

[@thetechpmm]

glad it was helpful! :)

[@UjuAkinlolu]

Thanks Henry - I have a question. in the case of B2B where there are more than 1 target audience for a product. How do we apply this framework? do we do this positioning and messaging exercise per target audience?

[@thetechpmm]

if the use cases are similar, you can use the same positioning & messaging and tweak it for each audience. if it's very different, then yes, create new positioning & messaging for each audience!

[@nicholaslim1975]

What if one process has multiple pain points? Do we provide multiple value proposition and features?

[@thetechpmm]

prioritize the painpoints then highlight at most 3 value props. ppl dont remember more than 3

[@Martigetshealthy]

Very useful thanks so much!!

[@thetechpmm]

you're welcome :)

[@bogganar]

fucking awesome HENRY!

[@Suhayb.Business]

Hi Henry, Love what you are posting on KZbin. Your content is Awesome I am Suhayb a 17 years old entrepreneur. I do short video editing and was wondering if I could do it for you, for free, no strings attached, just to help me get experience?

[@thetechpmm]

sure! shoot me an email: [e-mail]

[@emmanuelorilade2025]

Your have the best KZbin channel on product marketing. Too awesome i couldn't ignore 👏🏽👏🏽 .