This may sound like heresy, but there are times when speaking to high-level business value isn’t necessarily the best way to go.

Like when your buyer isn’t responsible for those top-level business metrics.

Or when messages like “reduce costs” or “increase revenue” are a dime a dozen in your space.

In this episode of Adventures in Messaging, Jeff Beckham, Head of Product Marketing at Mixpanel, shares advice on how to message your product’s true differentiation, including:

--- How use cases can help your product stand out in crowded markets

--- Hitting the sweet spot between features and business value in your messaging

--- When to break the “never use acronyms” rule

I love Jeff’s strong opinions on messaging, including several marketing phrases that simply need to go.