Here’s my shocking confession …

I’m obsessed with frameworks. But I don’t use any when I run SaaS messaging audits.

None.

• No templates.
• No checklists.
• No diagnostic matrix.
• No ‘10 messaging sins to avoid.’

And that’s intentional. I don’t operate on rigid heuristics.

Because how I audit SaaS messaging isn’t procedural. It’s structural.

Here’s how I do it: 

First

First, I sit with the product.

Not just the UI. The taxonomy. The structure. How you group, name, and order features.

I’m doing that because messaging breakdowns usually start deeper. In the product structure itself.

That’s where I begin:

• Where software capabilities don’t follow user logic
• Where categories & modules collapse into noise

Your product is already telling a story. Sometimes, it’s just the wrong one.

Second

Then, I look at how you build or block understanding.

This part isn’t about pages or copy. It’s about information architecture.

I go through your …

• Website
• Marketing material
• Sales decks
• Demos & product tours
• Call scripts
• Onboarding flows & assets
• User docs
• Support interactions
• Internal positioning artifacts

And I track the flow.

• Where do ideas land?
• Where does the logic break?
• Do you overload people or leave them guessing?

It’s not about how much you say. It’s about what people can follow & understand you.

Third

Then, I look at the narrative itself.

Not slogans. Not taglines. The real narrative … How you explain the product across contexts.

I ask:

• Are you hinting at value, or clearly naming it?
• Does the narrative between teams contradict each other?
• Are you adapting the story across use cases, or fragmenting it?
• Are you leading your audiences somewhere, or circling around them?

Because messaging isn’t just what you say. It’s how it holds up across time, touchpoints, and shifting contexts.

And here’s the thing …

I don’t go looking for messaging issues. I let them surface. I move through the system slowly.

Trace when the product’s structure stops reflecting how users think. Track when the understanding & discovery logic starts to drift. Recognize when the story fragments across assets.

And name why.

Most people say …

‘This page is confusing. This section sounds unclear.’

I say …

• This is where the hierarchy collapses.
• This section jumps ahead. Logic hasn’t been built yet.
• This message contradicts the product.
• This page overloads. Too many concepts, no sequence.
• This taxonomy breaks. Internal logic fails against people’s reality.
• This is where the narrative drifts. Value gets lost in abstraction.

That’s not intuition theater. That’s structured observation. That’s translating incoherence into stable signal pathways.

That’s how I run my messaging audits for B2B SaaS PMMs.

PMMs who already feel something’s off. But need clarity, language, and leverage to fix it.