#14 | JD Prater, AWS

It’s one thing to get asked to position and message a small new feature. 

But what do you do when the CRO asks you to lead the charge on new positioning, messaging and competitive differentiation for the entire company? In your first few months on the job?

First, you jump up and down with excitement. (Because this is a product marketer’s dream, right?) 

Second, you get out there and research (like you’ve never researched before) and bust your ass for weeks on end to get it right.

In this episode, JD Prater, Global Head of Product Marketing at AWS Activate, tells the story of his meatiest messaging initiative during his time at Quora.

Spoiler alert: There were thrills, breakthroughs and head nods 🙂

Watch the episode

Subscribe to Adventures in Messaging

Get better at messaging every week

Learn the ins and outs of positioning and messaging from our founder Emma. Punchy tips and techniques straight to your inbox.

“I love Emma's phrasing examples. As a creative person, I need to see examples of word choice and sentence construction to generate ideas for my own work. The notion that great artists steal and then reconfigure and reimagine to make it their own is exactly it. I keep all of the newsletters for exactly this purpose.”

NATALIE BURG
Product Marketing Manager, Column Software PBC

“Emma always tell me about something I can do that’s simple, achievable and effective.”

JONATHAN HEAWOOD
Executive Director, Public Interest News Foundation

"This newsletter isn’t like the others. As the name says it's to-the-point, insightful, and Emma always finds the right words to make you think."

AMELIE WINKLER
Product Marketing Manager, App Fire

“As a product marketer, That’s Punchy is my favourite newsletter. Whether it's tips on improving copy, or advice around positioning customer benefits, I really look forward to finding a Punchy newsletter in my inbox."

CAITLYN WYNN
Senior Product Marketing Manager, DiviPay

“The insight that Emma provides is gold! I have implemented nearly every thought into our newly proposed messaging blueprint.”

ERIC HOLLAND
Sales Enablement Manager, LucidLink

“Our small (but mighty!) marketing team all signed up for the newsletter a few months ago, and we LOVE it! We've just rolled out a new campaign, and used Emma’s tips to go bigger on benefits, and less is more on everything else - with great results! Thank you!”

TIMO NIEUWOUDT
Head of Marketing, Digistorm

“I can't get enough of Emma Stratton. As a Creative Lead, I often utilize the observances and tips to keep the work I do customer facing in the most powerful way possible.”

TIMOTHY JONES
Creative Director, Serta Simmons Bedding

“I love Emma’s newsletter! As a solo Product Marketer in their very first role in PM, Emma’s newsletter has shaped the way I'm able to communicate value efficiently internally and to customers. She’s shown me effective ways to hone my messaging craft - thank you!“

ALFIE GARDNER
Product Marketing Manager, HowNow

“Emma helps people write copy that's real, relevant and, yes ... punchy. Because of her newsletter, I've got tools that help me use less jargon, rely less on filler words and do away with my nagging need to use the passive voice. TYSM. ”

LUKE REYNEBEAU
VP of Marketing, Sales Assembly

“My day can get so packed, tactical and wordsmithed, so the That's Punchy newsletter is a lovely little moment that pulls me out of the depths of the day and brings me back to what matters (and energizes me) the most.”

KRISTEN DITSCH
Head of Product Marketing, Workato

“I love Emma’s newsletter and her insights on LinkedIn. In particular, Emma’s insights have consistently challenged and helped me to ditch the jargon despite working in a complex B2B healthtech setting.”

LOUISA IVE
Senior Product Marketing Manager, Patchwork

“Emma's newsletter is the highlight of my inbox. I have 10 years of messaging experience and still I learn a new tip every single time I read it. It's the most reliable source of actionable messaging and positioning strategy insights I've come across. Absolutely well done!”

CAIT GOSSERT
Senior Manager, PwC