SaaS Copywriting: Marketing SaaS Framework
slimsaas.com
SaaS Copywriting: Marketing SaaS Framework
1–10 of 19 posts
Re: SaaS Copywriting: Marketing SaaS Framework
#2I think this framework makes a lot of sense, but some of the examples fall flat for me ("Low Clarity" you might say).
Considered High Clarity:
- Slack: “Where work happens”
- Notion: “All-in-one workspace”
Considered Low Clarity:
- Snowflake: “The Data Cloud”
- MuleSoft: “The world’s #1 integration and API platform”
I understand why the author chose those companies for the low clarity category. But I think judging on taglines alone doesn't differentiate much from the "high clarity" definitions for Slack and Notion. It would make more sense if Slack was "Instant messaging for startups" or something very explicit. But "where work happens" has to be the lowest clarity item on the list.
Re: SaaS Copywriting: Marketing SaaS Framework
#3Most of the examples in the quadrant “clear and impactful” category aren’t actually clear. It’s only because you’re familiar with the company that they appear to be.
“Where work happens” - is this wework?
“All-in-one workspace” - google suite?
“Organize anything, with anyone, from anywhere” - the container store? IKEA?
“Collaborate, manage projects, and reach new productivity peaks” - literally anything?
Re: SaaS Copywriting: Marketing SaaS Framework
#4[deleted]
Re: SaaS Copywriting: Marketing SaaS Framework
#5Most of the examples in the quadrant “clear and impactful” category aren’t actually clear. It’s only because you’re familiar with the company that they appear to be. “Where work happens” - is this wework? “All-in-one workspace” - google suite? “Organize anything, with anyone, from anywhere” - the container store? IKEA? “Collaborate, manage projects, and reach new productivity peaks” - literally anything?
This might be the problem with saas marketing. The people writing the obvious fluff think it’s “clear and impactful” in their minds.
Re: SaaS Copywriting: Marketing SaaS Framework
#6Most of the examples in the quadrant “clear and impactful” category aren’t actually clear. It’s only because you’re familiar with the company that they appear to be. “Where work happens” - is this wework? “All-in-one workspace” - google suite? “Organize anything, with anyone, from anywhere” - the container store? IKEA? “Collaborate, manage projects, and reach new productivity peaks” - literally anything?
I agree generally. But I would say that assuming some level of context is quite reasonable. Someone considering Airtable probably isn’t confused and looking for furniture.
I quite liked the clarity-impact axes. When writing copy it can sometimes feel like a single linear spectrum. I was waiting for the advice to when in doubt, prioritize clarity over impact - especially for new products.
Re: SaaS Copywriting: Marketing SaaS Framework
#7I think this framework makes a lot of sense, but some of the examples fall flat for me ("Low Clarity" you might say). Considered High Clarity: - Slack: “Where work happens” - Notion: “All-in-one workspace” Considered Low Clarity: - Snowflake: “The Data Cloud” - MuleSoft: “The world’s #1 integration and API platform” I understand why the author chose those companies for the low clarity category. But I think judging on…
i believe that for slack they went with that because they wanted to show that this is the most productive thing any organization can own, and in organization, its mostly the decesion makers who would initiate the idea of using slack in the company and i guess the tagline is more directed towards those type of people.
Re: SaaS Copywriting: Marketing SaaS Framework
#8Updating your landing page tagline barely feels like marketing, but it can have surprising effect.
OnlineOrNot's used to be "Know your site is down before your customers do", and I'd get feature requests that seemed absolutely insane to me.
It wasn't until I changed it to "Uptime monitoring for software teams (even teams of one)" that the feature requests started (on average) to make sense. It turns out I was building for an ideal customer profile without even realising it.
Re: SaaS Copywriting: Marketing SaaS Framework
#9You can’t start with this claim:
> Here’s a framework for creating marketing that actually drives growth, not just hot air.
and then not produce any evidence at all that this makes a difference for growth.
Re: SaaS Copywriting: Marketing SaaS Framework
#10I think this framework makes a lot of sense, but some of the examples fall flat for me ("Low Clarity" you might say). Considered High Clarity: - Slack: “Where work happens” - Notion: “All-in-one workspace” Considered Low Clarity: - Snowflake: “The Data Cloud” - MuleSoft: “The world’s #1 integration and API platform” I understand why the author chose those companies for the low clarity category. But I think judging on…
I'm going to have to say that high clarity seems to equate pretty much to "cool, memorable bullshit" and low clarity seems to equal to "boring and understandable by target user-base"