Your product is not the problem, your marketing is.
A great product on its own is not enough if users do not understand who it is intended for, what problem it solves, and why they should choose it over others. WordPress products often communicate through long lists of features, technical details, and even more new features, while the most important thing remains unclear: the actual value for the user.
In this talk, I will discuss how positioning, messaging, and content can change the way users perceive a product. I will show how to translate features into clear benefits and concrete outcomes, how to identify where product communication breaks down, and why marketing needs to be involved much earlier than the moment a landing page or launch campaign needs to be written.
The talk is intended for anyone who develops, manages, or promotes WordPress products and wants their marketing to more clearly answer the user’s simple question: “Why is this product for me?”