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

This week we’re looking at Arcade’s homepage, plus linkedin ads from Apollo and Claude.

Arcade

Full Homepage

Homepage Hero

Steal Arcade’s Awesome Headline Structure

In the homepage hero above, Arcade uses a neat animation to switch the headline between a few different options.

I grabbed two of the alternative headlines to demonstrate how they are using a format that hits on a lot of great psychological cues.

The two headlines I grabbed:

"Product demos that aren’t painful to make”

And

“Product demos that aren’t boring to watch”

So here is the format we’re looking at:

[Category/capability] That isn’t [pain point]

What I love for this specific usage is that they switch the pain point between issues that software demo tools face for the people using them to make demos AND the users’ prospects, who are consuming those demos.

Pain points cut both ways. If you use a complex tool, your employees face the pain of demos which are difficult to make. Then you make fewer demos, and don’t get the value of the tool.

A simple-to-make demo that doesn’t engage your prospects faces the other pain: “boring to watch”.

Arcade’s claim is that their tool offers the benefits of a high-end tool and the simplicity of cheaper demo solutions.

And these two headlines get that across with 7 words each.

Apollo

Linkedin Ad

Niche + Differentiator = Reason to Buy

This apollo ad follows a lot of great best practices.

• It’s super clear who they are talking to, and who they are not talking to

• They have facts and figures to back up their claims

• They position themselves as a way of escaping a pain point

• They highlight pricing, without compromising their perceived value

• Social proof to ensure you trust the other claims in the ad

I think they best parts of this are probably the opening sentence which calls out sales leaders, and the headline in the image, which manages to make price a secondary benefit of what appears to be a superior product anyway.

Maybe raise your prices Apollo?

Claude

Linkedin Ad

Promoting a Case Study? Who is it for?

Claude’s ad definitely breaks a few of my cardinal rules of advertising.

Their differentiator claim? “highly accurate, reliable, and secure” Doesn’t do much for most readers.

I would switch that out with facts and figures about claude’s accuracy, reliability, and security.

I say this as a huge fan of Claude, It’s not cutting through the noise.

What I will give them a positive mark for is the headline in the ad image itself.

“See how Filevine uses Claude to help legal professionals review cases 90% faster”

It’s got a great persona callout, legal professionals.

It also does what the caption copy fails to: it mentions a specific outcome with a statistic. Review cases 90% faster.

I think the image copy is usually more important, so in this case, I’ll give Claude a pass.

Would it be so hard to grab a few more stats from the case study and throw them into the caption to replace “highly accurate, reliable, and secure” ?

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.