How to make your SaaS message instantly clear (in seconds)

This week, I’m going to be teaching you how to get prospects to understand your product in seconds, which will result in more demos and trials.

I often write about the importance of SaaS messaging because it’s the #1 factor in improving sales, marketing, and growth.

You know that most SaaS products are complex, and the temptation is to over-explain. But clear messaging is your biggest lever for generating leads.

And one of the best ways to create clear messaging? April Dunford calls it the frame of reference in her book Obviously Awesome. Let me give you an example:

Imagine me trying to explain what a bus is if buses didn’t already exist. I could say:

“It’s made of metal, has several wheels, rows of seats inside, big windows to see outside, and people pay a fare to hop on. It picks up passengers along the way, taking them to different stops around the city.”

That sounds complicated and difficult to understand quickly, right?

But if I say, “It’s like a car, but bigger,” you get it in seconds. That’s the power of a frame of reference—a relatable context that communicates your product’s purpose immediately.

Using Frame of Reference to Describe SaaS Products

Most SaaS companies struggle to communicate exactly what they do without rambling on (we’ve all been there!). But with a simple frame of reference, you can cut to the core. Here are some examples:

🚀 Project Management Tool

❌ Instead of: “A tool that manages timelines, resources, and tasks in one place.”

✅ Try: “It’s like Trello for complex teams—keeping every detail organised for big projects.”

🚀 CRM for Small Businesses

❌ Instead of: “A CRM that streamlines sales, collects data, and tracks touchpoints.”

✅ Try: “It’s like Salesforce, but made simple for small teams.”

🚀 Learning Management System (LMS)

❌ Instead of: “A video platform that offers training and educational content for employees.”

✅ Try: “It’s like Netflix, but for corporate learning—tailored courses and resources for employee growth.”

🚀 Social Media Management Tool

❌ Instead of: “A tool that schedules posts, tracks analytics, and manages engagement.”

✅ Try: “It’s like Hootsuite, but designed for marketers who want deeper engagement insights.”

How to Find Your Frame of Reference

To find the perfect reference, ask:

1. What’s a similar product people already know?
2. How is our version different in a way that’s simple to explain?

With the right frame of reference, your product becomes easy to understand, approachable, and memorable. People “get it” in seconds, which means lower bounce rates and more qualified leads.

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By Ryan James

Founder @ Rocket SaaS