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

This issue is special, because it is our first issue on our new platform, Beehiiv. To commemorate this momentous occasion, we’re breaking down Beehiiv’s homepage first. Let’s dive in!

Beehiiv

• Newsletters & Blogs

• Founded 2021

• 11-50 employees

Homepage

Beehiiv

Miro

• Collaborative Process Mapping

• Founded 2011

• 1000-5000 employees

Homepage

Miro

Descript

• Video & Podcast Editing Software

• Founded 2017

• 51-200 employees

Landing Page - “For Marketers”

Descript

Observations

A Note About The Elements of Copy

In this issue, I added three elements never-before-annotated in TouchPoints.

Fluff

I have run into this a few times before, but allowed it to go unhighlighted.

For Miro’s homepage above, I saw the following line:

I find this to be quite vague, and had to wonder :

“If I had NEVER used Miro (I have) how would this copy help me make a decision?”

It does sound nice. And for someone who has a basic understanding of Miro’s product, it is even enticing.

But, it does not truly promote a feature, capability, or any of the other elements of copy. You could argue it is an “outcome” claim, though I would reject that on the grounds of it’s vagueness.

I’m curious if this headline has been A/B tested, and if so, what alternatives did it beat out?

My humble offer for a capability focused alteration:

Emotions

On Descript’s “for marketers” page, the headline was an extension of a statement about the prospect’s niche. This line:

It is not only directed at marketers. It’s playing on their pride. 

Emotions may not always be so closely paired with niche descriptors, but for this instance, I made the color code the same, and gave the niche the solid line, and the emotions the dotted.

Pain Point

The more I look at Descript’s headline, the more I like it. Those simple two sentences manage to be both casual and understanding. A very good “we get it” vibe.

The headline also serves/contributes to these elements of copy:

• Pain Point

• Emotion

• Niche

• Capabilities

• Outcomes

I think the last three are more implied that stated, hence their omission from that part of the annotation.

The headline is just about perfect for a “for marketers” page.

I do wonder if that is the situation people are finding themselves in? It didn’t even resonate with me that much but I feel like I can see it resonating with others.

Did you find it resonant? Reply to let me know.

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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:

• The Ad Professor Newsletter

• Marketing Examples

• 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.

• Zoom Info - For excellent data about the featured brands.

• 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.

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