Your SaaS product’s marketing message is the foundation of your entire marketing strategy. It should be clear, concise, and compelling, and it should accurately reflect the unique value proposition of your product.
Creating a solid marketing message for your SaaS product is not easy, but it’s definitely worth the effort. A well-crafted marketing message can make all the difference in the success of your product.
Here are some principles to help you create a strong marketing message for your SaaS product:
- Please keep it simple.
- Focus on the benefits(and not just the product).
- Be unique and try to stand out.
“People don’t buy what you do; they buy why you do it.” — Simon Sinek.
What can you do?
Step 1: Create a short Story or “marketing message”
A marketing message has two significant components.
- What You Do
- How Your Products / Services Helps the Customers.
E.g., “We help customized diet routine for pregnant women so that they can nurture a healthy baby.”
Step 2: Create a Business Story aka Long Story:
Here are the four critical parts of business storytelling:
- Product-market fit: What problem(s) does your product solve?
- Target audience: Who is experiencing the problem that your product solves? How much are they willing to pay for a solution? What are the pain points and frustrations that you can alleviate?
- Solution: What are my product and solution, and what offer can I give
- Transformation: What transformation or positive change my product and solutions will bring to my customer’s life.
Here is an excellent example of a crisp “Business Story”:
“Parents are so busy in the evening that they don’t have time to make a healthy dinner. So we deliver pre-made, wholesome frozen dinners at an affordable weekly price — not just a box of ingredients with a recipe. With dinner handled, parents can stop stressing in the evening and enjoy time together.”
Now, let’s break it down:
Target Audience: Parents
Product-market fit: Parents are so busy in the evening that they don’t have time to make a healthy dinner
Solution: We deliver pre-made, wholesome frozen dinners at an affordable weekly price — not just a box of ingredients with a recipe.
Transformation: With dinner handled, parents can stop stressing in the evening and enjoy time together.
Step 3: Unify the message throughout the company
Use it on all marketing creatives like brochures, websites, etc., and ask the entire team to memorize it.
If Needed, create a separate marketing message for all your products/services and use it in marketing campaigns.
Create a Business Story and use storytelling in your marketing videos, brochures, ads, and campaigns.
P.S. If you want to learn more on this topic, there is a great book written on it called “Story brand by Donald Miller”, check it out on amazon store or audible.
Many companies are focused on selling the features and benefits of their products. However, what motivates people the most is your vision and purpose of what you’re hoping to achieve with your business.
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