Your Buyer Personas
Identify your ideal customer and understand their needs, pain points, and preferences.
This will help you tailor your messaging and product/service offerings to their specific needs.
Compelling Messaging
Develop a clear and compelling message that resonates with your target audience.
This should articulate how your product/service solves their problems (they they are willing to pay to have solved) and provides value.
Demonstrating Proof
Use social proof, case studies, testimonials, and other evidence to demonstrate the effectiveness of your product/service.
This will help build trust and credibility with your audience.
Your Buyer Personas
Understand Then Message
Positioning your product effectively requires a deep understanding of your target audience and what motivates them to make a purchase.
SaaS products are simply tools that people use to achieve their desired outcomes, and understanding their desires, challenges, and motivations is key to creating great positioning.
The best way to gain this understanding is by talking to your customers. By doing qualitative research, you can create a customer avatar bible that informs your messaging frameworks, product roadmap, sales efforts, and overall strategy.
Research Is An Investment That Gets Paid In Revenue
Qualitative research can take many forms, including 1-1 customer interviews, mass surveys, and market research. Incentives such as gift cards can increase response rates, while open-ended questions and targeting different customer segments can provide a fair sample.
To piece it all together, use the insights gained from research to create a customer avatar bible that outlines the who, what, and why of your customer avatar(s).
Continuously refer to this document when launching new campaigns or optimizing existing ones, and update it regularly with new insights gained from feedback loops.Remember, insights are only valuable if you take action on them. Don't just collect data - use it to create meaningful and effective positioning that speaks directly to your target audience.
Compelling Messaging
Compelling Copywriting for SaaS Companies
Copywriting is often overlooked by SaaS companies who spend a lot of time launching campaigns with unappealing messaging that fails to capture interest.
However, persuasive messaging is essential as a great piece of content or campaign is worthless if it doesn’t generate demand. In the digital world, copywriting is your sales team in written format.
Here's how to create persuasive messaging:
Address Pain Points
Start by calling out the problems your audience is facing, agitating them, and helping them visualize life on the other side.
Identify pain points like struggling to stand out against competitors, low conversion rates, or a lack of predictability regarding pipeline and sales.
Highlight How Your Product Solves These Pain Points
Once you’ve called out the pain points your customer avatar is experiencing, you need to clearly outline how your product helps.
This is where you shout about your product’s features such as having a deeper understanding of your customer to build better positioning, multi-step funnels to attract and convert more traffic, or email marketing and ads to remove leaky bucket problems.
Clearly State What Outcomes Your Product Delivers
Make sure to clearly outline what life looks like for your customers once they’ve used your product. Answer the “What’s in it for me?” question to ensure your messaging clearly outlines the outcomes delivered by your product.
Highlight outcomes like generating more trials and SQLs, acquiring users without sky-high customer acquisition costs, or having a predictable sales machine that works around the clock.
Craft the Perfect Headline
Headlines are important as they are often the first thing visitors see on your website or in a campaign. They should effectively communicate your value proposition, arouse curiosity, and convince visitors to read more.
Use a headline that taps into a common desire and encourages readers to keep reading. To make your headline even better, you can quantify the outcome and address common objections.
Add a Subheadline for Context
A subheadline adds context to your headline, explaining the vehicle you'll use to take readers to their desired end state. It's also an opportunity to add specificity, clarifying who you solve the problem for. Use a subheadline that explains what you do, how you do it, and who you do it for.
Remember, persuasive messaging is key to building demand for your product, so take the time to craft compelling copy that resonates with your target audience.
Demonstrate Proof
Supporting Your Claims
When people come across your website or campaign, they often start with skepticism.
To build credibility and gain their trust, you need to provide social proof that supports your claims.
Don't hold back - you should be displaying social proof everywhere.
Displaying Social Proof
Social proof is powerful because it validates your claims through an external party and demonstrates competency.
However, not all social proof is created equal.
Make sure it's contextual and relevant to your customer avatar, and try to quantify an outcome that you delivered, as that's what readers care about.
Types of Social Proof to Consider
There are different types of social proof to choose from, such as reviews, testimonials, case studies, and public relations. Video testimonials are our favorite type of social proof. It takes a lot of courage to speak positively on camera about a company, making it more impactful.
Examples of Good and Bad Social Proof
Bad social proof is something like "GX Connex is great to work with!" Good social proof, on the other hand, quantifies a tangible outcome. For example, "GX Connex helped us add an extra $70k in revenue in only 90 days."
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