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

This week we’re looking at Trello’s homepage, plus Linkedin ads from Tableau and Lemlist.

Trello

Full Homepage

Homepage Hero

Capabilities Without Outcomes are Like Fries Without Ketchup.

Trello uses their hero headline AND Body text explaining what is ultimately all capability.

The most persuasive headlines, which I see from all of the sharpest SAAS companies on the internet, often follow a very specific template.

That template is:

[Capability] so you can [Outcome].

Trello has plenty of further explanation beneath the fold on this page, but without connecting the dots, many readers may be left without a sense of what using trello will bring to their team's bottom line.

Many will argue that trello is so well known, they don't need to spell things like this out on their homepage.

I'd agree. They don't need to spell out WHAT their tool does. They are using the whole hero on that.

If anything, as a well established player in team productivity software, they should be focusing on outcomes and differentiation from their competitors.

Tableau

Linkedin Ad

How do You Turn Fluff into a Real Outcome Statement? Add a Number

Tableau's linkedin ad has a few vague phrases in it. Especially, I would point out "make smarter decisions that unlock success now."

But the opening sentence of the ad caption avoids the fluff label, and I would assume is made much more effective by the inclusion of three characters: "29%".

"Go from data to insights faster" does not really convince anyone. it's empty.

29% faster? This cues the reader that real measurement has been done.

So if you know you're headline is fluffy, look through your usage stats, customer testimonials, and any data you have and try to add a statistic.

You'll be left with a bona fide outcome statement.

Lemlist

Linkedin Ad

Content Offers Should Promise Results That Directly Relate to Your Product

Content offers for SAAS are funny. You want to make something informative, or even useful.

But you don't want to make something that replaces your product.

Lemlist has a good idea here.

Their offer is useful to people not using Lemlist, but connects back to a singular outcome that the guide shares with their products: Winning more deals.

My tip for brainstorming this sort of content offer/digital product?

Try to find something that will be useful to your users AND people using a competitor's product.

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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:

• 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.