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Good copy is mostly good inputs. This page explains what we need to move fast.

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The minimum viable inputs

If you only have 15 minutes, send:
  • Who it’s for: (role + company type)
  • What it replaces: the status quo or competitor
  • Primary job-to-be-done: the thing they’re trying to accomplish
  • Top 3 reasons to believe: proof points (customers, results, credibility)

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The inputs that make great pages

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1) Feature → benefit mapping

A simple list is fine:
  • Feature: __ → Benefit: __
  • Feature: __ → Benefit: __

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2) Objections + how you answer them

Example:
  • “This seems like a lot of setup.” → “We integrate with Git + issues + chat, fast.”

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3) Proof points

  • Customer names/logos you can show
  • Case studies (even informal)
  • Metrics (before/after)
  • Security/compliance notes (if relevant)

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4) The “do not say” list

If there are phrases you hate, tell us. It saves time.

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If you want positioning to be great

We can absolutely help shape messaging, but for teams that want to go deep on positioning, we highly recommend working with Fletch PMM. They’re a close partner we trust to get this right — especially when you need:
  • clear category framing
  • differentiated messaging
  • crisp homepage narrative
  • sales enablement alignment
If you’re already working with them, great — we’ll plug into that work. If not, we can make an intro.

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What we need from you

  • Clear product description + audience
  • Feature list + differentiators
  • Objections you hear on calls
  • Any proof points you can share

Book a free intro call

Schedule a call to talk through your project.