A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.
Is it bad to use buzzwords and jargons in B2B SaaS messaging?
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Hi Reader, In the testimonial, the customer used a term which was nowhere a part of the client's vocabulary to describe their product features. The testimonial said "context awareness". If you ask a B2B SaaS messaging expert, they would mostly advise against using such words in your content. But that's exactly the problem with best practices. They force you to go into an autopilot mode. The truth is, it doesn't matter what words you use in your messaging, as long as your customer understands what you mean. Hence, take best practices less seriously. And listen closely to the voice of your customers. |
Silky Agarwal
A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.
Hi Reader,Many B2B SaaS founders know about the Jobs theory. ๐๐๐ ๐๐ฒ ๐ฟ๐ฎ๐ฟ๐ฒ๐น๐ ๐ฎ๐ฝ๐ฝ๐น๐ ๐ถ๐ ๐๐ผ ๐๐ฎ๐น๐ฒ๐ ๐ฎ๐ป๐ฑ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด.Just as customers hire products for a job.They also hire your sales and marketing for a job.The job of buying.Tฬฒhฬฒeฬฒ ฬฒdฬฒeฬฒeฬฒpeฬฒrฬฒ ฬฒquฬฒeฬฒsฬฒtฬฒiฬฒoฬฒnฬฒ:Is your sales and marketing focused on ๐ธ๐ช๐ฏ๐ฏ๐ช๐ฏ๐จ ๐ค๐ถ๐ด๐ต๐ฐ๐ฎ๐ฆ๐ณ๐ด?Or on ๐ฉ๐ฆ๐ญ๐ฑ๐ช๐ฏ๐จ ๐ต๐ฉ๐ฆ๐ฎ ๐ฃ๐ถ๐บ?The former is just the outcome of doing the latter well.
Hi Reader,It might be killing your judgement in the name of efficiency and speed. You know what I am talking about.A lot of sales and marketing effectiveness relies on judgement.You try something, it works or it doesnโt.Then you look back at the core assumptions of why you did it that way.You learn something new. And then you improve upon it the next time.This is precious memory. And it gets better with practice.Continue investing in it for long term gains.Donโt outsource human judgement to a...
Hi Reader,I was reviewing outbound SDR messages for a founder recently. And I couldnโt help noticing the pattern. It sounded scripted.And engineered.And over-personalized.Even over-keyworded.Click-baitish.Bordering on manipulative. That's the problem with most B2B SaaS sales and marketing. It sounds too much like marketing and sales speak. And because of that, it fails to persuade. If you want your sales and marketing messages to work, let authenticity and humaneness be your central strategy.