On the show today, we have Gab Bujold, messaging strategist and co-host of We’re Not Marketers Podcast. Gab’s helped 30+ B2B SaaS worldwide nail their product messaging. Before moving into being a messaging consultant. Gab was heading product marketing at BizDev Labs.

In our conversation Gab shares:

- How to listen to understand your customers

- Steps to running effective message testing

- How to create differentiation in your messaging

- What is message market fit and why it’s needed before product market fit

And so much more!

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Actionable Takeaways:

- Adopt a long-term mindset when it comes to messaging, continuously refining based on feedback and market changes.

- Seek a deep understanding of your customers through direct conversations and listening to understand (not to fix).

- Prioritize message market fit as a crucial step before product market fit.

- When testing messages, don’t start with A/B testing. Ensure you have a clear ICP, a big enough testing volume, and you’re categorizing data correctly.

- Dare to be different by developing your unique POV. Don’t copy competitors.

- Ask prospects “in what category would you put this product?” to gauge how well your positioning is working.

- Leverage the word "without" in your messaging and copywriting to add definition and eliminate doubt.

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Here's what's covered in our conversation:

00:00 Introduction

02:04 Are Product Marketers, Marketers?

11:07 Messaging is a Long-term Initiative

13:45 You Need to be Speaking with Customers

17:16 How to Speak with Customer

21:42 Listening to Understand: The Key to Effective Communication

22:34 Junk Food Advice: The Dangers of Surface-Level Messaging

24:35 Understanding Message Market Fit: A Crucial Step for Startups

30:00 Running Effective Message Testing: Steps and Strategies

36:49 Differentiation in Messaging: Standing Out in a Crowded Market

49:55 Aligning Messaging with Business and Product Strategy

55:24 Practical Messaging Advice: Context is Key

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Where to find Gab:

Website: https://pressxtomarket.com/

Message Market Fit Scorecard: https://mmf-scorecard-lp.carrd.co/

LinkedIn: https://www.linkedin.com/in/gabriel-bujold/

Podcast: https://www.notmarketers.com/

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Where to find Josh:

Substack: https://onmessaging.substack.com/

⁠LinkedIn: https://www.linkedin.com/in/joshua-chronister/

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Referenced:

We're Not Marketers podcast: https://www.notmarketers.com/

Eric Holland: https://www.linkedin.com/in/eric-holland-not-a-marketer/

Zach Roberts: https://www.linkedin.com/in/zgroberts/

Product Marketing Alliance: https://www.productmarketingalliance.com/

Yi Lin Pei: https://www.linkedin.com/in/yilinpei/

BizDev Labs: https://www.bizdevlabs.com/

V2 Cloud: https://v2cloud.com/

Mitch Solway: https://www.linkedin.com/in/mitchsolway/

Lenny's podcast: https://www.lennysnewsletter.com/podcast

Mindstone: https://www.mindstone.com/

Jonathan Hoffsuemmer: https://www.linkedin.com/in/jonathanhoffsuemmer/

Message Market Fit Book: https://www.fltrd.in/book

Robert Kaminski: https://www.linkedin.com/in/heyrobk/

Anthony Pierri: https://www.linkedin.com/in/anthonypierri/

Fletch PMM: https://www.fletchpmm.com/

Zach Messler: https://www.linkedin.com/in/zachmessler/

April Dunford: https://www.linkedin.com/in/aprildunford/

Freckle.io: https://www.freckle.io/

Clay: https://www.clay.com/

PowerBI: https://www.microsoft.com/en-us/power-platform/products/power-bi