Being a copywriter goes beyond writing about products or services and aims to compel readers to want more. When writing, you need to be clear, concise, and deliberate in your mission, however, you also need to tread the line between overbearing and engaging. We’ll be discussing how you can elevate your value propositions as a SaaS company to stand out in a diverse market.
A Software-as-a-Service – or SaaS – company provides services in the form of an online or digital platform that customers can use. These are ongoing subscription services that give users access to apps, databases, and more. For example, we can consider Google Workspace, Slack, Netflix, and more as SaaS brands.
In the digital age, everything needs to be secure, scalable, and accessible. These are the main benefits of a SaaS company or product. These platforms are meant to be simple, affordable, and easy to integrate with other solutions online.
Value propositions are essentially compelling statements that drive customers to use your platform. While your value proposition should include information about your product, it needs to remain catchy and concise.
The value proposition is the first impression of your product and we all know that those tend to last. It needs to be memorable, succinct, and easy to understand. Your value proposition is not a mere list of benefits or even a tagline for your brand, it goes a lot deeper and reflects the intentions of your company and how you can make your customer’s life better.
In 1954, Rosser Reeves created the value proposition for M&Ms that claimed it was “The Milk Chocolate Melts in Your Mouth Not in Your Hands.” This brilliant campaign sticks to the basics by showing you what you need and how their product can accommodate it better than other brands.
A good value proposition is a brief statement that goes directly toward your target market. For a SaaS company, you need to ensure that your value proposition can communicated in a way that best suits your platform. This will be what sets you apart from your competitors.
Customers need to be drawn in and pushed to know more about your brand. There are 3 simple questions that your value proposition needs to answer to be fully effective:
You need to communicate what’s the intended goal of your product. It needs to solve some existing issues.
Next, you need to convince the reader that your product is unique and can solve the problem better than any competitor brand – think of the melting M&Ms.
Last, and most importantly. You must compel this reader to need your product to drastically change their lives.
Creating a compelling value proposition usually follows this basic template:
(Your product or service) helps (your target audience) (achieve their desired outcome) by (your unique selling point)
Here are some examples of existing SaaS company value propositions that you can take lessons from:
Zoom
“Zoom helps businesses and organizations bring their teams together in a frictionless environment to get more done.”
Slack
“A messaging app for teams.”
Netflix
“Watch TV shows and movies anytime, anywhere.”
Value propositions may seem easy to create but they need to be well-thought out and intentional. For a SaaS company, most products or platforms are seemingly complex or too advanced for the regular user to stop and pay attention. This is why it’s important to know exactly how to reach customers on their grounds.
Marketing in the modern digital world is completely different from the way advertising would work 10 or 20 years ago. With a newer generation that’s constantly bombarded with ads on YouTube videos, games, and social media - you need to up the ante to get noticed.
The American Psychological Association has found that attention spans have dramatically shortened in the last few decades. This is due to extended screen time and overstimulation provided by online content consumption.
Most people can barely make it through a 15-second TikTok without needing to immediately scroll away to find something more engaging. More research has also shown that brands typically have between 5 to 30 seconds to grab the attention of a user before they lose interest.
This is why it is important to make short, catchy, and memorable value propositions for your company that stay in your head. This can be difficult for most brands however, SaaS companies tend to get caught up even more in mundane lists of features, benefits, and complicated jargon that could put a hyperactive baby to sleep.
The key is to stick to the 3 main questions of the value proposition framework and figure out what your company is trying to achieve. Creating a compelling value proposition for your SaaS brand is a lot easier with the help of a copywriter who knows how to adapt content accordingly.
Before engaging haphazardly, you need to do a lot of research to be sure who your target market is and how they respond to content. Your product must accommodate the needs of customers to stand out. This means actively processing feedback and analytics on advertising to see which platforms gain the most traffic, where people are most likely to click your ads, and how to enhance the weaker spots.
Figuring out the motivations and objectives of your customers will help you to create a brand that relates to your target market and offers genuine value to their lives. For example, if you sell a platform that provides a streaming platform, you might be interested in engaging with gamers or developers.
Understanding your audience can also help you improve your platforms and products and keep you ahead of the competition.
Elevating your value proposition means using language and tropes that are relatable, simple, and effective. Try to make use of catchy, memorable words that are familiar to your target market. Research from Stanford University also showed that stories are 22 times more likely to be remembered than facts.
Try to keep your content gripping with founder stories, customer success stories, and feature stories. The key to marketing is subtlety – you want your customers to be lured in by your brand without actively shoving a product’s user manual in their faces.
In a rapidly evolving landscape, copywriting is an industry that needs to adapt to stay alive. Your company needs to stay on top of the latest trends and technologies to provide newer solutions for emerging problems.
Artificial intelligence, personalization, and accessibility are all very important driving trends currently, and using them in the right way can bolster your company’s image while keeping you ahead of competitors. In the SaaS sector, technology is leaping ahead each day and this makes it crucial to stay updated.
Copywriting is a precise art that requires research, patience, understanding, and creativity. That’s why creating a good value proposition for a SaaS company can elevate your brand in several ways. Some of the key advantages of a great value proposition include:
A SaaS company is in the precarious position of being at the cusp of innovative technology while still being dragged back by mountains of features and admin that can clog up a marketing strategy. This is why a SaaS company needs dedicated copywriters who understand the industry to keep them ahead.
That’s where TMG Global comes to the rescue to create content that goes the extra mile. We are a team of talented, committed, and creative writers who can transform your copywriting to elevate your brand. Contact TMG Global today for a free content audit or to learn more about our spectacular services.
