Status Updates From Make It Punchy: How to Writ...

The role of messaging is to open that first door to your product and invite folks in to learn more.

The Curse of Knowledge is why so much tech messaging goes over people’s heads. When you know a lot about your product, your natural tendency will be to write messaging that assumes your reader knows what you know. You unconsciously assume that other people see the inherent value of a feature like you do.

businesses don’t read your messaging—people do. While your company targets other businesses, your messaging will be read by the people inside those businesses. If you want to make the awesomeness of your product stand out, you must decide who you’re writing for—even if you want to sell your product to multiple audiences.

Messaging isn’t really about your product—it’s about the cool new things your buyer will be able to do, be, and feel, thanks to your product. Those are what people are really buying, and that’s the true awesomeness of your product.

Messaging isn’t really about your product—it’s about the cool new things your buyer will be able to do, be, and feel, thanks to your product. Those are what people are really buying, and that’s the true awesomeness of your product.