Superhuman: Before and after

Superhuman came to Fletch looking to develop a positioning & messaging strategy to break into the sales market — growing beyond their success with founders and product managers.

Sales TechProductivity Tools

Broad framing of the problem sales teams face with email

Over-messaging on benefits, missing clear product differentiation

Feature overload

Extremely long page, not likely to get read

✓

Spotlights specific pains AEs face with email

✓

Leads with sharper capabilities, supporting sales-level benefits

✓

Prioritized the most compelling capabilities a sales leader would care about

✓

More concise page narrative structure

Before

After