Brand awareness + WoM + keyword searches drives most SaaS revenue. If a customer is ready to buy, they don’t need to be told the benefits. They just need to know: a) are they in the right place (does this product do what they want it to do) b) can they trust you
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Oddly, I see salespeople trying to sell me on benefits when I’m in the midst of purchasing. Car dealership: “You’re going to love this car, it’s electric which means you’ll never need an oil change.” If I’ve made it this far, I’ve already convinced myself of the benefits.
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Justin Jackson podał/a dalej Trevor McKendrick
Multiple people have told to me they now go to the pricing page *first* because it shows them exactly what the product does, and what it’s features are. https://twitter.com/trevmckendrick/status/1276743427472814080?s=21 …https://twitter.com/TrevMcKendrick/status/1276743427472814080 …
Justin Jackson dodał/a,
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So much marketing and sales advice relies on theories about how people come to a buying decision. We need to constantly question these assumptions. Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
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I wonder how much influence copywriting actually has on someone's intent to buy *in the moment*. How many people land on a website for the first time, read the copy, and then click "buy?"
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A marketing site should be for people who have a high level of awareness about the product category. (You're not teaching people about what a CRM is here.) If you're educating the consumer, that should happen in blog posts, videos, tutorials, talks, Twitter, podcasts, PR, ads.
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Gmail's original marketing site was beautifully simple: "Gmail is a new kind of webmail" (quickly describes "what is this?") Features: - Searchable - 1000 MB of storage - Grouped replies (displayed as thread) - No pop-up ads Who's the product for? Whoever wants these features!pic.twitter.com/Z6AMRu6y2j
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W odpowiedzi do @mijustin
>50% of the copy on that screenshot is about benefits not features though
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W odpowiedzi do @louisnicholls_
I never said you shouldn't talk about benefits. I said the advice of "focus on benefits over features" is misguided. (Also: most benefit-driven copy is way too verbose) Features & benefits go hand-in-hand. What is it? Email. Why's it better? Features & benefits.
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W odpowiedzi do @mijustin @louisnicholls_
To be fair, the benefits (subheadings) are both literally over the features and hierarchicaly and visually made a focus on that page. So while sentiment *might* be right (no comment here) this isn’t the example.
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What I’m railing against is this idea of writing abstract benefit-driven copy, as opposed to specifically telling me what your app does. This “so what?” methodology is a good example. To me, it leads to fluffy, abstract copy. It’s enough to tell me “the oven preheats quickly.”pic.twitter.com/aWHppCDyvk
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