The 2 fold secret of SaaS headlines

SaaS Marketing Bites from Powered By Search

Spotted this on a SaaS homepage headline recently:

"Supercharged software that delivers results"

If this sounds confusing to you, it's because it is.

"Hyperliquid water. That gets you wet"

Great! Now why should I buy it?

Here's the 2 part secret to writing great headlines for SaaS landing pages:

Be opinionated. Be specific.

1. Be opinionated

So much of B2B SaaS is vanilla. There are so many exciting flavors out there but we so frequently choose the one that's most palatable for the most people

The end result is that it's not particularly attractive to anyone in particular

Wonder why Basecamp have done so well all these years?

It's not just because they have a good product and were around before a lot of the other players

It's because they've consistently shared their opinions and attracted people who strongly believe the same things that they do

This comes through in everything they do including their homepage headlines

2. Be specific

The key problem with the headline that I shared at the top of this email is that it doesn't really say anything about what the result is going to be for me if I use the product

The indiscriminate use of 'results' leaves me thinking: OK. But. Like what?!

Why does this matter?

Because no-one in B2B buying looks at just one product. They're considering multiple products at any one time

If you fail to be specific about the benefits of your product over the other products they're considering, you're leaving yourself open to interpretation

And who's going to do that interpretation? Either your buyer will piece together the narrative themselves or your competitor will do it for them

Neither way is particularly helpful

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.

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