Most B2B product managers I’ve met hate writing content.
I never did. In fact, writing was always my favorite part of the job.
You can’t blame them, when you understand what product managers have on their plates. They’re juggling overlapping conference calls, customer meetings, roadmaps, pricing, competitive analysis, compliance reviews, and whatever fire started overnight.
Then someone says:
“Can you write the brochure?”
Or the case study.
Plus the sales deck (oh, and could you present it at the next sales meeting?).
And the launch materials.
Oh, and the website copy.
Product management brilliance doesn’t equal communication expertise
The assumption is that because product managers know the product, they should automatically be able to explain it. But expertise and communication are two very different skills.
Over the years, I worked with plenty of brilliant product managers. Most dreaded writing. Sometimes it was simply because they didn’t enjoy it. Sometimes it was because writing wasn’t their strength.
And in a few cases, the opposite problem existed.
They were actually good writers—but they knew too much.
These PMs were walking encyclopedias. They knew every feature, every use case, every operational flow, every technical nuance. Rather than a lack of knowledge, the challenge was deciding what to leave out.
While other PMs groaned when someone asked for a brochure, sales deck, or case study, I was usually raising my hand.
B2B customers don’t need everything. They need the right things.
Writing was the part of the job I loved most.
I enjoyed turning complex products into language customers and sales teams could actually use. Looking back, I realize that made me something of a unicorn.
At the time, I knew that wasn’t typical.
And looking back, that’s probably why I do what I do today.
Companies rarely suffer from a lack of expertise. Rather, they suffer from an inability to turn expertise into content that connects with customers.
The knowledge already exists. Sometimes it just needs a translator.
Experts know their products. Buyers know their problems.
My job is to connect the two.
Need help translating complex products into content customers understand and sales teams use?
I work with financial services, fintech, and other B2B companies to create product collateral, sales enablement materials, case studies, and other content that turns expertise into action.
