There's a reason messaging a platform is so difficult 😬

(the number of messages required expands exponentially!)

The Fletch PMM model of messaging has five levels:

1️. Platform, which is made up of...

2️. Products, which address multiple...

3️. Use Cases, which are accomplished with multiple...

4️. Product Capabilities, which are powered by...

5️. Product Features

If you're writing a homepage for a platform, you realistically can only cover:

→ Platform

→ Main products

→ Hint at a few use cases of each

The most impactful pages are anchored on a single use case.

→ these can talk about differentiating capabilities AND the features that make them possible

This is the area where people actually SHOP.

If you're a startup and you've prematurely created a platform, you may want to consider "hiding" all the extra stuff you've built (that no one uses) and lead with the main use case that drives most of your business.

The messaging will be 10x clearer — which will directly impact how many people book demos, sign up for free trials, get into your freemium model, etc.