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,We keep chanting this term. We keep saying we need to position the product.But we don't realise the folly of saying this. π It assumes that product is what customers buy. In reality, what the customers buy is a story about themselves. This should make us think whether we should position the product....or the customer?
Hi Reader,There are two ways to check if a story is worth spending on... 1οΈβ£ Tell the story to people. Then observe how they respond.2οΈβ£ Observe people first. Then tell a story that mirrors them. You can do first. Or second. Or both! But do at least one of them. Because every good story emerges from π±π²π²π½π²πΏ πΆπ»ππΆπ΄π΅ππ (not wordplay).
Hi Reader,I have worked in both kinds of companies.One where being close to customer was expected and rewarded.Another where wanting to speak to customer was seen as threat to sales/CS.This email is not about the politics of it.But the two opposite perspectives you often hear, on this topic. Does talking to customers generate insights?One side of the argument is that customers don't really know what they want. So why talk to them?Another side is that unless we know how customers think about...