Welcome to TouchPoints, the newsletter that breaks down marketing collateral from top SAAS brands for inspiration and analysis.

This week we’re looking at Gorgias’s Homepage, plus Linkedin ads from Synthesia and Notion.

Gorgias

Full Homepage

Homepage Hero

Synthesia

Linkedin Ad

Notion

Linkedin Ad

Observations

Are You #1 In Your Category?

I wouldn’t say it even if it’s true.

Here’s why.

Have you ever walked past a restaurant with a sign that says “Best Burger in (city/country/world) ?

Do you ever look at one of those signs and take it as the truth?

It’s the exact same claim. It’s not proof. At best, it’s a claim that comes from some metric or statistic.

Better to fall back on the statistic.

“best” (or in the case of Gorgias’s homepage hero, “#1”) is essentially meaningless.

A good but still fairly shallow upgrade would be something like:

• The Fastest Platform to Automate CX with AI

• The Easiest Platform to Automate CX with AI

• The Most Popular Platform to Automate CX with AI

Even these are still sort of begging the question. What makes you #1? What makes you the fastest, easiest, or most popular?

Behind every claim of “best” is a statistic that you could use instead.

• The Only CX Platform that Unlocks 2x Speed with the Power of AI

• The CX Platform That Increases customer satisfaction by 2x.

etc.

These types of claims are easier to believe and easier to prove with data.

Memes are B2B

Synthesia’s Linkedin ad is a pretty good example of how you can use a very well known (almost over-used) meme to build a serious outcomes-focused B2B ad.

The caption is not kidding around. They start with social proof (50,000 teams using their product), they then concisely list a bunch of great capabilities.

But will that stop the scroll? Probably not. The buff dog/crying dog meme will though.

Notice how they use fairly long statements under each dog to more clearly illustrate the pain points teams are experiencing, and the outcomes that their product leads to.

Memes are definitely B2B now. But try to remember that the sillyness should be only surface level, to draw your reader in. Once they are reading, use the meaning of your meme creative to drive home your value proposition.

Make Your Ads Unmistakeable

If you started working in paid media and notion, and read my guide on unmistakeable ad creative, the first ad you made would probably look like the ad above.

They use repetition to make it EXTREMELY CLEAR what they are offering, and more importantly, who it is for.

They follow the same format in the caption as they do in the image:

1. Persona callout

2. offer description (I labeled it “Incentive”)

3. Feature

In the caption, they top it off with a capability statement. In the creative, they finish with a CTA.

Notion is a tool with about a million use cases. And if you look at the menus on their website, you’ll find persona based landing pages galore.

But ads tend to work better when you speak to a specific niche within your larger audience.

This ad manages to callout specific startups (likely how they are targeting in linkedin ads manager) and it offers a pretty hefty incentive: $6000 in free Notion usage.

For many startups that might not want to buy Notion now, this is enough usage to get them completely hooked and dependent on the product.

So they may be giving up a lot up front, but their likely winning customers who will stay on Notion for years to come.

Any Questions?

Looking for more explanation about the elements of messaging that I highlight? Check out my guide here.

Anything further? I'm happy to take a break from exploring the wider world of marketing & eating chocolate chip cookies to address your questions.

Email me here.

Acknowledgements

I would like to extend our thanks to the following companies for providing examples and insights that made this edition of TouchPoints possible:

• Adfolio - For their awesome repository of B2B ads, with excellent commentary.

• Founderway.AI - An awesome resource that helped me better figure out how to run this newsletter, and forever friends of TouchPoints.

• Concise Copy - Pavlo is an absolute expert at homepage copy. Check out his value prop canvas for a super useful resource.

• Growth Therapy - Amanda is more B2C than me, but her insights about paid media and growth marketing are always welcome.

I sincerely appreciate these folks for providing great content and inspiration. It's great thinkers like these that allow me to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.