SaaS Marketing Done Right - Adam Martelletti

The single most important element of SaaS marketing is the sales copy. Sales copy doesn’t just mean those long-form, one-page sales letters with a big sales pitch.

Your product also needs to back up the sales copy, you can’t just have good sales copy with a below-average product.

If your software can’t back your sales copy, then it will do a good job at selling your competitor’s product.

What is sales copy?

Sales copy means you want your reader, viewer, or listener to take a specific action. (A call to action)

You’re trying to get them to click a link, click a buy button, fill out a form, or go on to the next step in your sales process.

Sales copy can include anything from:

Paid Ads (Google, Bing, Youtube, etc.)
Emails, Company announcements and product updates.
Thirty-minute product walk-through to a thirty-second Tiktok video.
Social media posts (Facebook, Twitter, Instagram, Linkedin, etc.)
A Physical book, E-book or Whitepaper.
Sales letters and direct mail.
And anything in between can and should be considered sales copy.

Good copy creates conversions

Good sales copy is essential to the success of any marketing for your SaaS product.

Ignore it, and everything becomes pointless. Also just because something works in one market, it doesn’t mean it will work for another.

You will hear from all the “Experts” out there:

First, you need to build a great website, landing page or funnel.
You need to drive traffic and create an email marketing list.
You need a value ladder and upsell.
You need to do SEO and be ahead of competitors.

The one thing they don’t tell you is you need to write good sales copy.

Don’t worry you don’t need to grammatically correct or even be good at writing. Sales copy is about resonating with the users who have come to your products marketing website site.

They are looking for a problem to solve, and they hope you might have the solution, but they still don’t know if they trust you yet or if your product is even good.

Marketing research & development

After years of trial and error, reading bad advice on marketing best practices.

I started to realise that it wasn’t the product that made people buy. It is the ability to create a strong enough desire for that product that the customer would do anything to buy it.

This is where you, as a SaaS product owner, sales rep, content marketer or product manager can break through all the noise to increase your.

Traffic > Trail conversion
Trial > Paid conversion
Paid > Referral

SaaS marketing strategy

All successful marketing campaigns start with good copy.

Creating a great SaaS product doesn’t make you rich.
Building a fantastic marketing funnel doesn’t make you rich.
Driving traffic marketing doesn’t make you rich.
Building a marketing list doesn’t make you rich.

If your marketing strategy is to just drive traffic to your website, you may as well be driving with no wheels.

Content structure is key

Structure and Strategy are essential elements of copywriting.

Learning how to write copy from scratch can take time.

Still, once you start to understand the foundation and structure, copywriting is one of the fastest and most straightforward types of writing you can master.

It’s worth it, and it’s the quickest way for you to start converting your visitors to paid users.

Technical jargon can kill your conversion rate.

Some people will tell you, as the product owner you should write about your product, you are the one that deeply understands it and can explain it the best.

It’s your pet, so this can be tempting.

There is a certain time and place for this, but it shouldn’t be you or the developers writing this. Save that for the technical documentation or how-to guides.

As part of your marketing strategy for any software, you need to understand the visitor’s intent, and where they have come from. (Google Search, Social Media, Direct, Referral, etc)

Summary:

If this is something you don’t have the time to learn or something that doesn’t interest you that is fine.

Why not book a time for a 20 min discovery call for me and my team to learn more about yourself, and your product and help you determine if a done-for-you solution is suitable for the growth of your SaaS product?