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Make It Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds & Markets
Sell your tech (without getting technical).
B2B tech marketing is confusing buyers with technical jargon and drowning them in meaningless buzzwords that leave them overwhelmed (and not all that interested in buying). When everyone’s using the same tired lingo, how do you cut through the noise and show buyers your value? You get punchy.
In Make It Punchy, tech messaging expert Emma Stratton shows you how and why you need to leave all the jargon behind. How to get real with buyers about why your technology matters to them. How to use language that resonates on a human level. And how to move away from how the tech works and shift buyers’ minds to how it can solve their problems.
This practical guide is full of helpful frameworks and real-world examples that break down the process of B2B messaging step by step—from the first strategy session to writing to implementation. Emma leads you through exercises that help you understand your customers, engage your creativity, and get your team involved. She shows you how to break down your messaging into a clear, concise format that works for everything from a single product launch to a large-scale initiative.
With Make It Punchy, you’ll get proven techniques to share a simple, concise story about your tech solution with buyers—and finally stand out from the competition.
B2B tech marketing is confusing buyers with technical jargon and drowning them in meaningless buzzwords that leave them overwhelmed (and not all that interested in buying). When everyone’s using the same tired lingo, how do you cut through the noise and show buyers your value? You get punchy.
In Make It Punchy, tech messaging expert Emma Stratton shows you how and why you need to leave all the jargon behind. How to get real with buyers about why your technology matters to them. How to use language that resonates on a human level. And how to move away from how the tech works and shift buyers’ minds to how it can solve their problems.
This practical guide is full of helpful frameworks and real-world examples that break down the process of B2B messaging step by step—from the first strategy session to writing to implementation. Emma leads you through exercises that help you understand your customers, engage your creativity, and get your team involved. She shows you how to break down your messaging into a clear, concise format that works for everything from a single product launch to a large-scale initiative.
With Make It Punchy, you’ll get proven techniques to share a simple, concise story about your tech solution with buyers—and finally stand out from the competition.
185 pages, Kindle Edition
Published September 18, 2024
136 people are currently reading
347 people want to read
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Displaying 1 - 29 of 29 reviews
November 13, 2024
The amount of notes I took while reading this proves how valuable this book is!
September 22, 2024
I really enjoyed this! I ended up in a product marketing role at a B2B SaaS company—not something I'd planned for as a long-winded journalism major or an entry-level content writer. I never studied writing *for marketing*, and I definitely hadn't tailored my writing to busy tech buyers. This book concisely explained a winning strategy that made sense—and, unlike most books about writing, this one was grounded, useful, and actually interesting to read. True to the "punchy" approach, Emma Stratton doesn't say any more than needs to be said here. She's non-condescending and very human. Now I'm excited to get punchy at work!
January 2, 2025
The most useful product marketing book I've ever read, will be keeping this on my desk for easy reference!
January 31, 2025
Very useful product marketing book, for doing fundamental but very important work.
August 25, 2025
Solids actionable read for folks in product marketing and anyone who touches messaging
December 31, 2024
✨Work Book Club Pick ✨Bravo! This is the book every marketer in tech should read 🌟
February 18, 2025
Your high-growth B2B business needs a sales deck or landing page fast.
But you don’t have the time or tools to develop messaging properly.
What do you do?
Founders, marketers, and leadership teams now have Emma Stratton’s playbook to walk them through the process.
As a messaging consultant and trainer for B2B tech companies, Stratton has been in the trenches with firms trying to tell the world how valuable their solution is.
But often, tech-speak, a focus on features, and self-centred claims about market leadership and innovation have drowned their messages like kittens in a sack in a river.
Why?
Because the messaging is not about the buyer.
Above all, Stratton champions the buyer and strives to help B2B companies develop punchy messaging: “expressing something effectively and with power, often using fewer and shorter words.” (Cambridge Dictionary)
Her book presents a step-by-step process for developing that messaging through strategy, writing, and implementation. Her style?
Personable, down-to-earth, and expert — Stratton walks the talk of “punchy” writing.
If your messaging feels out of shape, “Make It Punchy” will put you back in fighting form.
But you don’t have the time or tools to develop messaging properly.
What do you do?
Founders, marketers, and leadership teams now have Emma Stratton’s playbook to walk them through the process.
As a messaging consultant and trainer for B2B tech companies, Stratton has been in the trenches with firms trying to tell the world how valuable their solution is.
But often, tech-speak, a focus on features, and self-centred claims about market leadership and innovation have drowned their messages like kittens in a sack in a river.
Why?
Because the messaging is not about the buyer.
Above all, Stratton champions the buyer and strives to help B2B companies develop punchy messaging: “expressing something effectively and with power, often using fewer and shorter words.” (Cambridge Dictionary)
Her book presents a step-by-step process for developing that messaging through strategy, writing, and implementation. Her style?
Personable, down-to-earth, and expert — Stratton walks the talk of “punchy” writing.
If your messaging feels out of shape, “Make It Punchy” will put you back in fighting form.
December 24, 2024
A book I will recommend to fellow Product Marketers.
Messaging is arguably the most critical task in Product Marketing, making a practical guide like *Make it Punchy* essential. For seasoned PMMs, this book serves as an excellent refresher, offering fresh ideas, actionable prompts, and insightful analogies that reinforce (or elevate) existing knowledge. Practical tools like the “so what?” game, the buzzword swap list, and the suggestion to write messaging as if you were at a BBQ stand out as highly useful takeaways.
For newer PMMs still honing their craft, this book brilliantly codifies the art and science of messaging, making it an invaluable resource for developing this vital skill.
My only grip is that the author positions the VBF framework as a novel way to communicate value. It’s written in a way that leads you to believe she created it which is not true. April Dunford, presents a similar approach in her book, Obviously Awesome but doesn’t brand it. Both of which are of course, remakes of Simon Sinek’s original Start with Why framework.
Messaging is arguably the most critical task in Product Marketing, making a practical guide like *Make it Punchy* essential. For seasoned PMMs, this book serves as an excellent refresher, offering fresh ideas, actionable prompts, and insightful analogies that reinforce (or elevate) existing knowledge. Practical tools like the “so what?” game, the buzzword swap list, and the suggestion to write messaging as if you were at a BBQ stand out as highly useful takeaways.
For newer PMMs still honing their craft, this book brilliantly codifies the art and science of messaging, making it an invaluable resource for developing this vital skill.
My only grip is that the author positions the VBF framework as a novel way to communicate value. It’s written in a way that leads you to believe she created it which is not true. April Dunford, presents a similar approach in her book, Obviously Awesome but doesn’t brand it. Both of which are of course, remakes of Simon Sinek’s original Start with Why framework.
September 17, 2024
I came up as a copywriter, and it took me years to fully appreciate the difference between copy and messaging. But the last few months, I've been thinking about messaging a TON. And when it comes to B2B tech messaging, Emma Stratton is always the first name the comes to mind.
I've been following (and recommending) Emma for years. Her posts often make me feel like she's genuinely inside my head. And even when I already "know" or agree with Emma's POV — I get so much value from the way she pulls everything together and distills nuance into practical insight.
Messaging is complex, difficult work. It's theoretically simple, but it's not easy.
Which is why Emma's ability to bring simplicity and clarity to the process is like shining a bright beacon in the dark. The road doesn't necessarily get easier to travel. But it finally feels like you can see where you are, and where you're trying to go.
And that makes all the difference.
I've been following (and recommending) Emma for years. Her posts often make me feel like she's genuinely inside my head. And even when I already "know" or agree with Emma's POV — I get so much value from the way she pulls everything together and distills nuance into practical insight.
Messaging is complex, difficult work. It's theoretically simple, but it's not easy.
Which is why Emma's ability to bring simplicity and clarity to the process is like shining a bright beacon in the dark. The road doesn't necessarily get easier to travel. But it finally feels like you can see where you are, and where you're trying to go.
And that makes all the difference.
December 18, 2025
I tried to read it but ended up skimming it. There are some good refreshers and examples (even though not much messaging until half of the book), and the theory is clear, but it’s far too long without depth. A sin not being concise and targeted. It’s not clear to me who this book is for. Busy tech startup CEOs? It’s ambitious to expect them to read a full 212-page book without seeing a much clearer ROI of messaging. April Dunford tackles a subject like positioning far more sharply and effectively and includes already the VBF framework. Messaging could easily take up just a third of that or resume it in a couple of good articles.
If the target audience is marketing and communications professionals in B2B, it’s way too simplistic, with mono-product and an homogeneous US-centric perspective, without truly supporting their real daily challenges of changing the status quo in a very competitive and changing environment while working cross-functionally in highly technical setups.
If the target audience is marketing and communications professionals in B2B, it’s way too simplistic, with mono-product and an homogeneous US-centric perspective, without truly supporting their real daily challenges of changing the status quo in a very competitive and changing environment while working cross-functionally in highly technical setups.
September 18, 2024
This book is a treasure trove of actual things that you can use right now to make your messaging more impactful to your buyers. My highlighter was hard at work for this one! 📝
It's so easy to make B2B messaging too complicated and jargon heavy. It's oh so tempting to forget what really matters – the real human impact that our products have on our buyers.
That's why I love Emma's work! I have often been drawn to her posts in the middle of tricky messaging exercises. She has a unique way of making messaging clear, simple and human-focused. In this book, she shares real life tactics and templates that have already helped me in multiple ways.
Truly one of the most impactful business books I've read in a long time.
It's so easy to make B2B messaging too complicated and jargon heavy. It's oh so tempting to forget what really matters – the real human impact that our products have on our buyers.
That's why I love Emma's work! I have often been drawn to her posts in the middle of tricky messaging exercises. She has a unique way of making messaging clear, simple and human-focused. In this book, she shares real life tactics and templates that have already helped me in multiple ways.
Truly one of the most impactful business books I've read in a long time.
July 23, 2025
Every person thinking about learning product marketing or currently in product marketing MUST read this book. Emma Stratton brings to life the true meaning of product marketing using fun, engaging and PUNCHY storytelling that will set your PMM Charter up for success and achieve REAL results. If more companies brought on product marketers who meaningfully executed Emma’s strategies, maybe we’d start seeing real creativity in marketing again.
If you are hiring PMMs : this book should be shipped with their new hire equipment.
If you are being asked by your boss to take bigger risks, and get more results with your messaging: buy this book and read it.
If you are studying product marketing: this book is now your Bible.
Get out there and start making it punchy!
If you are hiring PMMs : this book should be shipped with their new hire equipment.
If you are being asked by your boss to take bigger risks, and get more results with your messaging: buy this book and read it.
If you are studying product marketing: this book is now your Bible.
Get out there and start making it punchy!
September 16, 2025
This book was delightfully frustrating. The book aims to provide a framework for writing more effectively, particularly in the tech industry - rethinking where to take the value proposition, tactics, how to go about it.
Every few pages I found myself stopping for a day or two to reflect on little things I had written, questioning my approach.
The book is very applicable for those who need to write about software. It does apply to services, but most examples relate more to software.
Definitely would recommend. Especially now with AI, which is preventing people learning how to write, practice and get better.
Every few pages I found myself stopping for a day or two to reflect on little things I had written, questioning my approach.
The book is very applicable for those who need to write about software. It does apply to services, but most examples relate more to software.
Definitely would recommend. Especially now with AI, which is preventing people learning how to write, practice and get better.
September 27, 2024
Approachable, practical, and actionable. This book breaks down the process of writing effective tech messaging in a way that's human and clear. It pairs perfectly with April Dunford’s *Obviously Awesome* (and even *Sales Pitch*). Together, these resources create a comprehensive toolkit for anyone serious about positioning, messaging, and sharing their story.
I highly recommend this for product marketers or anyone in tech looking to strengthen their messaging skills.
I highly recommend this for product marketers or anyone in tech looking to strengthen their messaging skills.
January 7, 2025
This is such a helpful book. As a PMM in the middle of revamping product messaging for the company I am with, this is incredibly practical. Keeping your messaging human and benefit oriented might sound like a no-brainer but we often end up stuffing our pages with jargons and overused terms. This is a good reminder to not do that and keep your messaging easy to consume & pointed towards your A+ customer.
June 9, 2025
Clear, sharp, and actually useful.
Make It Punchy is one of the best product marketing books I’ve read. Emma Stratton keeps it practical and grounded in reality, with no fluff, no jargon.
The biggest takeaway for me was the shift to outside-in messaging: start with what your buyer cares about, then connect it to your product. That alone makes this worth reading, especially if you work in a complex space like cybersecurity where clarity is everything.
Highly recommended.
Make It Punchy is one of the best product marketing books I’ve read. Emma Stratton keeps it practical and grounded in reality, with no fluff, no jargon.
The biggest takeaway for me was the shift to outside-in messaging: start with what your buyer cares about, then connect it to your product. That alone makes this worth reading, especially if you work in a complex space like cybersecurity where clarity is everything.
Highly recommended.
October 3, 2024
So many insights resonated having come from a social science research background i.e. hardwired to write complex sentences.
This is definitely one of the better ones if not the best book I have read on messaging!
I think so many folks get caught up on trying to perfect their positioning and pitch that they fail to see that positioning is intricately linked with messaging.
This is definitely one of the better ones if not the best book I have read on messaging!
I think so many folks get caught up on trying to perfect their positioning and pitch that they fail to see that positioning is intricately linked with messaging.
October 27, 2024
This is the most useful and concise book I’ve read on messaging. Where a lot of other writers on the subject fail to do is make messaging work for “cold start” companies. Stratton handles this well and I appreciated that she’s had to do messaging for similar companies because she acknowledges you may have no customers to start with.
March 28, 2025
Excellent product marketing book. I actually recommended it to several people mid-read. Very engaging while delivering concise, practical information and suggested steps that can be implemented right away. I just started a new role and so the timing of this read was perfect - it got me amped up about tackling new messaging!
November 14, 2024
A fast read with so many great templates and exercises to improve your messaging right away. While focused on B2B tech, the core principles work well for any business, including consumer brands. I love the straightforward approach to clarify and connect with customers!
January 20, 2025
Absolute must-read for any product marketer. Emma brings clear and actionable strategies to write messaging that makes us realize we're all just writing for other humans and puts jargon on notice. Can't recommend this enough!
September 26, 2024
This book is an easy read full of valuable insight that you can put into practice today. I highly recommend it.
March 12, 2025
I had to read this for work.
March 15, 2025
The best book on copywriting and messaging I've ever read. One of the best marketing books I've ever read. Incredible. Read it now.
April 5, 2025
Quick read, good purpose, looking to revamp your website content this is your guide.
May 6, 2025
This should be required reading for all PMMs
October 2, 2025
Good introduction to creating solid marketing messaging. It's mostly focused on the tech industry and B2B marketing. But the principles can be applied across the board.
October 30, 2025
changed my life. not being dramatic.
March 2, 2025
"This book ruined my life!" 😝
This is what I said to my product marketing team after we finished reading Emma Stratton's Make it Punchy for our book club last month.
As a trained writer, I want to believe I'm good at my craft. But reading Punchy made me realize how easily all the jargon just flows onto the page. When I went back and read some of the things I had recently written, I was somehow saying SO much without really saying anything at all...
... And so I've been intentionally putting the Punchy method to work and the difference is astounding. 🤩
If you work in product marketing or help tell stories for tech companies in any capacity, I highly recommend this book! It's chock-full of important reminders with actionable insights that help you write powerful messaging ✍ with your customers (and what they most want) right at the center.
So put it on your must-read list 📖 for 2025!
[Sidenote: I had the opportunity to meet Emma at the Product Marketing Alliance Summit in San Francisco a couple of years ago, and she's just as kind and brilliant in real life, too!]
This is what I said to my product marketing team after we finished reading Emma Stratton's Make it Punchy for our book club last month.
As a trained writer, I want to believe I'm good at my craft. But reading Punchy made me realize how easily all the jargon just flows onto the page. When I went back and read some of the things I had recently written, I was somehow saying SO much without really saying anything at all...
... And so I've been intentionally putting the Punchy method to work and the difference is astounding. 🤩
If you work in product marketing or help tell stories for tech companies in any capacity, I highly recommend this book! It's chock-full of important reminders with actionable insights that help you write powerful messaging ✍ with your customers (and what they most want) right at the center.
So put it on your must-read list 📖 for 2025!
[Sidenote: I had the opportunity to meet Emma at the Product Marketing Alliance Summit in San Francisco a couple of years ago, and she's just as kind and brilliant in real life, too!]
Displaying 1 - 29 of 29 reviews