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Is Speed a Capability or an Outcome?
Plus: Spy on Linkedin Ads, Memes Often Win, Take Advantage of Stats
Noah Stambovsky
September 17, 2024
Welcome to TouchPoints, the newsletter that breaks down marketing collateral from top SAAS brands for inspiration and analysis.
Attention
Full Homepage
Homepage Hero
Is Speed a Capability?
On Attention's homepage, they are using an animation to cycle between a few capabilities (information about customers vs pipeline vs deals).
All three of the headlines end with "It's one click away".
I think this is a fairly effective way of telling the reader your product is fast and convenient.
Is it a bit fluffy? For sure. But there is substance beyond the style.
Speed and convenience are great selling points to hit on, but they make my annotations more difficult.
Why? Because speed and convenience can be a capability or an outcome, depending on how your product works, and who you are speaking to.
In some cases, you are writing to a user who wants the ability to work faster.
Other times, you are writing to a stakeholder, who wants employee speed as its own outcome.
Factors
Linkedin Ad
Who Wants to Spy on Linkedin Ads?
Well, according to the decisions Factors.ai has made in their ad, a lot of people.
And it's true. I see pretty good feedback from my Linkedin ads analysis when I post it on Reddit and elsewhere.
The value prop here is again saved time.
Factors is pushing on the pain point of endlessly scrolling through Linkedin Ad Library.
Some could say a curated library of Ads with callouts to their key messaging would be another good way to address this pain.
But factors promises AI-driven aggregation to more quickly understand how your competitors are using the platform.
Memes Often Win
I won't say always, since only the Sith deal in absolutes, but it seems like a well-placed meme is about as good as you can get for ad creative these days.
The runner up? interface hijack.
But it seems much easier to understand why Memes stop the scroll and lead to better readership.
Tourial
Linkedin Ad
Got a Stat? Take Advantage
When you have a statistic that helps drive home the value of your product, you should probably take advantage of it.
Some might say that multiple statistics should be used in one ad, but i have to disagree.
I think Tourial has the right idea here. They took one industry stat that helps them make their point.
They wrote it in the caption. They wrote it on the image. They made a visual aid to show, in addition to telling.
It's practically the whole ad.
Only below in the linkedin-UI headline do we have our classic pair of outcomes and capabilities, which are there for good measure, I assume.
Any Questions?
Looking for more explanation about the elements of copy that I highlight? Check out my guide here.
Anything further? I'm happy to take a break from scrolling linkedin & eating chocolate chip cookies to address your questions.
Email me here.
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Acknowledgements
I would like to extend our thanks to the following companies for providing examples and insights that made this edition of Touchpoints possible:
Milled.com - For their marketing intelligence platform identifying trends.
Peer Signal - For using data to showcase high performance digital growth strategies.
Crunchbase - For their database of innovative companies to learn from.
Linkedin - For their great transparency in their ad library, and company information
Beehiiv - For being an awesome provider of newsletter creation and delivery services.
I sincerely appreciate these companies for providing great tools for research. It's collaborators like them that allow us to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.