A quick way to improve your SaaS messaging

The number 1 issue I see with SaaS marketing is messaging.

Why are SaaS companies SO BAD at describing what they do?

In this blog, I’m going to give you one of my best tips to help you nail your messaging, which will have a positive impact on your whole marketing, and also the sales team.

Create a Messaging Matrix

When we take on a client at Rocket SaaS, often the first thing we do is create a Messaging Matrix. This is a table with three columns and multiple rows. Each row has the structure:

Pain point → Solution → Description

Pain point

Write down all the pain points that your target customer suffers from.

Solution

Write the matching solution to each pain point.

Description

Now write one sentence (no more!) on how you describe the solution and pain point together.

If you’re struggling, ChatGPT can help. But I suggest you give it a go yourself first.

Example

Here’s an example that we made for one of our clients, BackupVault.

Once you have completed this exercise, you have created a glossary for your whole company to use. Next time you create content for your website, landing pages, ads, socials, emails, etc., you’ll know exactly how to describe your solution.

It should also be shared and collaborated on with the sales team, as they are constantly trying out new messaging to see which resonates.

Test and improve

This matrix should be ever-evolving to make sure you are hitting your audience with the right messaging. A great way to test your messaging is to use it within ads.

Take each of your descriptions and create a LinkedIn or Meta ad for each one. Now monitor the ad’s Click-Through Rates (CTR).

If an ad gets a high CTR, you know your messaging is resonating with your audience. If your CTR is low, then this message needs rethinking.

Update your Matrix accordingly, and remember to inform your sales team of the results. And vice-versa, your sales team should be telling you which messaging is yielding positive engagement.

If you can nail your messaging, you can transform your business growth. This matrix can help you along this journey. Try it and let me know how you get on.