Is you Product Marketer Writing Your Website Copy?

Product marketers should absolutely be involved in website copy, but not writing it alone. PMMs bring positioning expertise and buyer understanding, while dedicated copywriters bring persuasive writing craft and UX awareness. The best website copy emerges from collaboration between product marketing strategy and professional copywriting execution, ensuring messaging is both strategically accurate and compelling for converting website visitors.

Is Your Product Management Team Writing Your Website Copy? ✒

Many B2B tech companies fall into the trap of asking their product managers to write website copy. While this may seem like a logical decision, it can lead to significant issues. The billion-dollar question in B2B website is not whether to use emotion or logic, but how to effectively integrate both into your website design and messaging.

The Common Misstep

❗ Product Managers Writing Copy: Companies often ask their product management person to write website copy. This individual, skilled in product development, jumps into copywriting without undertaking the crucial steps of positioning and messaging.

The Inverse Scenario

Interestingly, the reverse almost never happens:

👉 Product Marketers Coding Software: No B2B tech company ever asks their product marketing person to write software code.👉 Skipping Design Steps: And they never jump into coding without thorough architectural and UX design.

A Crucial Question

If you would never ask a product marketer to code your product, then why is it acceptable to ask your product manager to craft your marketing copy?

The Importance of Specialized Skills

Effective copywriting requires specialized skills and strategic insight. Here’s why product managers might not be the best fit for this role:

Why Product Managers Shouldn’t Write Website Copy

1. Lack of Expertise: Copywriting involves crafting persuasive and engaging content that resonates with the target audience, a skill set that product managers might not possess.
2. Insufficient Research: Effective copywriting is rooted in deep research and understanding of the audience’s needs and preferences. Product managers might not focus on this aspect as intensively as a dedicated copywriter.
3. Mixed Messaging: Product managers may emphasize product features over benefits, leading to copy that is less compelling and fails to connect with potential customers emotionally.
4. Inefficiency: Without a background in copywriting, product managers may take longer to produce content, which might not be as polished or effective.

The Logical Approach of Product Marketers

Conversely, while product marketers are logical and strategic in their approach, they too face challenges if tasked with copywriting:

1. Overemphasis on Logic: Their logical mindset might result in copy that's overly technical or dry, missing the emotional engagement necessary to connect with the audience.
2. Feature-Focused: They might focus too much on product features rather than the benefits, which can fail to resonate with the audience on a personal level.
3. Complexity: They might use jargon or complex language that isn’t easily understood by the target audience.

The Balanced Solution

For optimal results, blending the logical insights of product marketers with the creative expertise of professional copywriters is essential. This collaboration ensures that the website copy is:

• Strategically Sound: Aligns with the company's goals and positioning.
• Engaging: Captures and holds the audience’s attention through compelling storytelling and emotional connection.

Conclusion

In conclusion, while product managers and product marketers each bring valuable skills to the table, effective website copywriting requires a specialized touch. By recognizing the unique strengths of each role and leveraging professional copywriters, B2B tech companies can create powerful, persuasive, and strategically aligned website content that truly resonates with their target audience. In short, you need a brand marketing person who can drive the website copywriting.