We all know that sinking feeling when your B2B software product gets passed over for something else. Very ouch.
But if you're watching the perfect leads choose the competitor over you again and again, it's not them. It's you and the way you're selling your product.
If you have a great product or service that customers would love - if only they knew! - then what you have is a messaging problem.
When your leads and prospects come by your website, they look for cues to help them understand whether they're in the right place and whether you're the right solution for them.
But if your messaging and copy isn't doing its job, your visitors aren't going to book a demo. They're not going start that free trial. They're not going to even chat up your Intercom bot (sorry!).
There's no way around it. Messaging is at the heart of your customer acquisition strategy. And getting it wrong means you're losing new customers everyday.
And there's only one way to start fixing it: tear it down.
A product messaging teardown is a critical look into your marketing and sales copy - and nothing else - to discover how your leads, prospects and first-time visitors perceive your business.
I reach into copywriting, CRO, branding and sales narrative principles to break down what you're communicating vs. what they actually see.
A successful teardown helps you understand what your leads are really thinking, layered with the expert insights of an experienced copywriter.
You give me my marching orders. I will send you a short set of questions asking you about your current marketing goals, challenges and which three assets you want me to teardown.
✅ Product Demo Videos
✅ Feature Pages
✅ Sales Decks
✅ Pricing Page
✅ Onboarding Emails
I kick off your teardown by going through your marketing copy with a red pen. Once I identify what's missing, I prepare a report packed with both strategic and tactical steps to help you overcome your "blockers".
You get the full red pen treatment.
I provide inline commentary flagging up blockers, red flags and gaps on your marketing copy that are preventing your leads from taking action.
Teardowns are really about uncovering opportunities.
I pack your two-part Opportunity Report with actionable ways to improve your copy, strategic messaging and your value proposition.
After you have a chance to go through your report, we'll jump on a 1-hour Skype or Zoom call to map out your next steps for developing your killer product message.
How we use this time is up to you. In previous calls, we've discussed:
It's all 📈 from here!
"Everyone needs that one, brutally honest 'best friend' to help you face those tough, existential questions about your business. What Nandini flagged up in her report sparked some much needed conversation about what we were - and weren't - communicating about our business."
Laïla von Alvensleben
Collaboration Coach at MURAL
"Nandini's teardown was a great way to get an objective outside perspective on the positioning work we were doing internally.
Her feedback provided quick and actionable thoughts that helped highlight many of the challenges we were running into, and the follow-up brief and phone call was a great way to discuss a longer-term strategy for big improvements."
Partner at Authentic Form & Function
"Nandini's teardowns helped us find critical gaps in our product messaging that we hadn't even noticed. Both our sales team and company execs were equally interested in the results."
Product Marketing Manager at Contentive
Trust me, I've done this before.
Hey, I'm Nandini Jammi. 👋🏽 I'm a B2B copywriter and product marketer with proven experience growing brands and revenues.
As former Head of Growth and first marketing hire at ProdPad, I developed product marketing and copy that helped grow annual revenues by over 250%.
I now help SaaS companies and businesses establish their positioning and develop high-converting strategic messaging and copy across the buyer journey.