Messaging

Look, most SaaS homepages are vague on purpose. Not strategy. Accident. The page is trying to talk to two readers at once, hedges every claim to keep both interested, and ends up speaking to neither. You scroll through three sections of soft verbs and abstract nouns and walk away with no idea what the software does. That is not your fault as the reader. It’s natural to feel frustrated. The page stole your time. ...

I came into product marketing from a technical background. Programming, hardware, IT, databases, support — I’ve done it all. Years of thinking in systems, logic trees, and structured problem-solving. When I started building messaging documents, I did what any technical person would do. I organized the information. I categorized the features. I mapped capabilities to outcomes in clean, logical structures. The documents were thorough. They were accurate. And they persuaded nobody. ...