A newsletter for B2B SaaS founders and marketers who don't want the curse of knowledge to mess with their messaging.
What makes a message persuasive?
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Hi Reader, And I couldnβt help noticing the pattern. It sounded scripted. 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. |
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...