5 Killer Product Messaging Examples for your SaaS
TL;DR
- Product messaging is crucial in promoting a SaaS app and converting potential customers.
- Craft a message that resonates with the target audience’s needs and pain points
- Leveraging storytelling to let users connect emotionally with your brand
- Use social proof
- Avoid rookie product messaging mistakes such as being too generic, focusing too much on features, and overpromising.
What is product messaging in SaaS?
Product messaging is absolutely crucial for any SaaS business looking to succeed in today’s hyper-competitive market. It’s the cornerstone of your communication with your audience, the words that define your product and show your customers why they need it in their lives.
From the copy on your website and social media to the ads that you put out there and everything in between, product messaging is how you make that all-important connection.
A successful product message achieves three crucial objectives:
- It clearly describes what your product does and how it works.
- It identifies your product’s target audience – those who will benefit most from its unique features and capabilities.
- It highlights the ways in which your product solves problems and delivers real-world benefits to your customers.
Through effective product messaging, you can build trust with your potential customers and drive sales and revenue growth.
Importance of product messaging for SaaS companies
So you’ve built a SaaS app to fill a gap in the market! But now the million-dollar question is, how do you let people know about your awesome product and make them choose it over other options out there?
That’s where product messaging comes into play. It’s all about crafting the perfect message that speaks directly to your target audience’s needs and pain points. By doing so, you can create a connection with potential customers that will lead them right into your sales funnel.
Think of product messaging as your company’s elevator pitch – it defines who you are, why you exist, and who your ideal customers are. Killer product messaging is your chance to tell your story, showcase your unique value proposition, and give your potential customers a reason to believe in what you’re all about.
Good brand messaging also serves as a guide for all your business communications, from PR to product marketing content. Crafting your message effectively is a crucial step in building a brand that truly resonates with your customers.
Tips for writing effective product messaging copy
Creating the right product messaging is one of the most important things to do as a product marketer. You need to know what to say and how to say it to attract the right audience. With these tips, you’ll be able to write copy that captivates your audience and drives conversions.
🧑 Know your audience
Don’t just throw spaghetti at the wall and hope something sticks! If you want to write effective product messaging for your SaaS, you need to start by understanding your audience.
What are their deepest desires and pain points? What keeps them up at night? The more you know about your audience, the better you can tailor your messaging to speak to their needs.
⚡ Emphasize the problem
In a world full of noise, it’s easy to get lost in the shuffle. If you want to write killer product messaging to make your SaaS stand out, start by emphasizing the problem.
Make it crystal clear what problem your product solves, and why it matters. Your audience needs to understand the consequences of not solving the problem – and how your product can make their lives easier.
🪀 Create a compelling value proposition
What makes your product stand out from the competition? If you can’t answer that question in a clear and compelling way, you’re in trouble. You need a value proposition that’s concise, persuasive, and memorable. Explain why your product is the best choice, and what sets it apart from the rest.
🗣️ Focus on benefits
When it comes to showcasing your product, don’t get bogged down in the weeds of technical features. Instead, focus more on the benefits your product can provide. How will it help your audience overcome their challenges and achieve their goals? Make it crystal clear why your product is the solution they’ve been searching for.
✨ Leverage storytelling
Don’t underestimate the power of storytelling. Use the magic of storytelling to connect with your audience on an emotional level. Inspire your audience by showing how your product has helped others overcome their challenges and their jobs-to-be-done.
📢Use social proof
Let your customers do the talking. There’s no better way to build trust and credibility than by showcasing customer testimonials and case studies. Social proof is a powerful tool that can help convince your audience that your product is the real deal.
📃Use clear and concise language
Keep it simple and straightforward. Your copy should be easy to understand, even for those who aren’t tech wizards. Avoid buzzwords and technical terms that might confuse your audience. But, if your audience is super technical, there’s no harm in throwing in a few of those terms.
🎯 Use a clear call to action
Don’t leave your audience hanging, wondering what to do next. Your messages need a clear and concise call-to-action (CTA). Don’t make it complicated or confusing – tell your audience exactly what you want them to do.
Whether it’s signing up for a free trial, booking a demo, or reaching out to your sales team, make it easy for them to take the next step.
💻 Use data to support your claims
If you really want to persuade your audience, you need to back up your claims with data and stats. This can help build credibility and make your messaging more persuasive. Use data to demonstrate the value of your product and why your audience can’t afford to miss out.
3 rookie product messaging mistakes to avoid
There are some common mistakes some SaaS companies make which make their messaging ineffective. Try to avoid any of these:
Being too generic
When it comes to your messaging, don’t be a copycat. Generic, one-size-fits-all messaging won’t do your SaaS app any favors. You need to be specific and highlight what makes your product unique. Don’t be afraid to take a stand and showcase your company’s personality and values.
Focusing too much on features
Don’t get too caught up in the nitty-gritty of what your SaaS product can do. Instead, focus on what really matters: the benefits it can provide to your audience. If you’re not highlighting how your product can help your customers solve their problems and achieve their goals, you’re missing the mark.
Overpromising
Whatever you do, don’t make promises you can’t keep. Overpromising and underdelivering will only hurt your credibility and reputation in the long run. Make sure your messaging is truthful and transparent about what your product can and can’t do. People will suspect when you sound too good to be true.
5 great product messaging examples
We’ve scouted and found 5 SaaS companies killing it with their product messaging.
Slack – leading with benefits
Slack is a communication tool that you’ll find in virtually every modern workplace. Their product messaging is centered around the idea of bringing teams together and making work more productive and enjoyable.
Slack’s messaging is focused on the benefits of using their product, rather than the features. For example, instead of talking about the channel feature, Slack emphasizes how it can bring your team together.
Another thing that stands out is their use of data. They displayed figures showing the percentage of businesses that have improved their productivity since using Slack. This strengthens their credibility with potential customers.
Canva – creative CTAs
Canva is a popular graphic design tool that makes it easy for anyone to create professional-looking designs. Their product messaging focuses on empowering people to express their creativity and bring their ideas to life.
Canva is a good example because of how they entice you to try their product through their creative CTAs. Take a look at these:
- “Work together” – encourages you to try their collaborative features.
- “Design your vision” – motivates you to use their app to bring your design ideas to life.
- “Play with Canva” – a fun and creative way to say “Try our free version”.
Loom – solving pain points
On Loom’s homepage, you can see how their messaging addresses their customer’s pain points by presenting their product as the solution to cutting down the number of meetings.
That’s not all. As a video-based company, Loom knows that video drives user engagement. Videos catch and sustain our attention. So they use video to instantly show their product’s value – making videos!
This is how Loom is able to stand out in a crowded market to drive conversions.
Trello – keeping it simple
Simple is classy. That’s what makes Trello’s messaging stand out: using simple language to communicate how easy it is to use their product and how it can be customized to fit any team’s needs.
As scroll down their homepage and you won’t find any technical terms even when they talk about their features. Everything is explained like they were having a normal conversation with you. This reduces friction in the minds of non-tech users and makes them easily understand what they can do with Trello.
Userguiding – building social proof
One of the best way to win a new customer is for them to hear positive things from others. Word-of-mouth is by far the most effective way to build social proof. Userguiding expertly uses this to their advantage by publishing feedback from happy users front and center on their homepage.
To further strengthen trust, they display the different businesses that use their product. Seeing credible companies as part of their users will put your mind at ease.
You can also highlight successful case studies to boost your credibility further, just like Userguiding did.
