Product Marketing Editing and Proofreading Services

Product marketing sits between engineering and sales and is blamed by both. Engineering wants the capability described accurately; sales wants a claim that wins the deal; the customer wants to know whether this solves their problem better than the alternative they are also evaluating. The document that resolves this is the competitive claim, and it is usually assembled from a competitor's website, a sales rep's account of a lost deal, and an assumption about what the other product cannot do.

We edit what product marketing teams produce — positioning and messaging documents, launch plans and go-to-market documentation, competitive battlecards and comparison content, competitive claim substantiation, feature and benefit documentation, release and launch announcements, product page and website copy, pricing and packaging explanations, analyst and press briefing material, sales enablement content and training material, customer and buyer research synthesis, win-loss analysis documentation, and roadmap communication to customers. Our editors check that a claim about a competitor is one the company can defend.

Competitive claims are where product marketing creates risk for everyone downstream. A comparison table with a row of ticks and crosses is repeated by every sales rep, published on a page competitors monitor, and quoted in deals — and it is frequently built from a competitor's marketing site rather than from their product. We work through these so each claim states what was compared, on which version, tested when and by whom, since competitors change and a claim that was true in March is a false statement in November; so a capability the competitor has but implements differently is described accurately rather than marked as absent, because a prospect who has seen both knows and the tick chart has just destroyed the rep's credibility; so anything the competitor does better is acknowledged somewhere, as the fastest available way to be believed about the rest; and so the claim's source is recorded, because the request to substantiate arrives from a competitor's lawyer rather than from a customer. Battlecards built this way survive being forwarded to the competitor, which they always eventually are.

Everything you send is treated in confidence, including roadmaps, pricing and competitive research. We are editors rather than product marketers or legal advisers, and we offer no view on positioning, product capability, competitive claims or comparative advertising law. What we can do is make claims precise and traceable to something checked.