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

This week we’re looking at Klaviyo’s homepage, plus Linkedin ads from Navattic and Make.

Klaviyo

Full Homepage

Homepage Hero

How to Connect Pain Points to Your Alternatives

Klaviyo’s homepage utilizes what I have come to identify as “innocent fluff”. This is when a piece of copy is fluffy, but it does help drive the point home.

“don’t settle for less” is a little vague, but it has great implications. They combine capabilities with this statement right in their headline, and it extends the messaging from “we do sms and email marketing” to also demonstrate the following:

• You deserve better

• Better is possible

• Here’s how

This “don’t settle for less” copy also fits very neatly in with the pain points statement.

Usually, pain points are paired with capabilities, but since they have just made it clear what Klaviyo does, their subheading addresses outcomes as the alternative to status quo.

“Basic tech can be drag on results” is a great way of reiterating this “don’t settle” mantra.

They are speaking to a very real feeling for email and sms marketing managers.

• Could we be getting better results?

• Are we wasting money on our current tools?

The immediate follow up in the subheader provides two stellar outcomes that should entice anyone in market:

• Immediate sales

• lasting loyalty

So despite the fluff, this homepage hero does exactly what it’s meant to. It entices in-market viewers to want to learn how klaviyo’s provides these outcomes.

Navattic

Linkedin Ad

Long Ad Copy Isn’t Dead

Navattic’s ad is a great demonstration of the “longer ad copy” tactic that was so in-vogue a few years ago and is now increasingly difficult to find.

Here’s why it works:

It’s Scannable

The ad copy is long, but it’s not hard on the eyes. Arrow bullet points, frequent line breaks, and emojis all make the copy very easy to read or scan.

The Tone is Conversational

The ad copy is packed with facts and figures about the outcomes that Navattic has found in correlation with the use of demo centers, but it isn’t overly technical or formal.

“So there it is. Not necessarily a hot take. More like a no brainer.”

This helps drive the point home, and is about as casual and conversational as ad copy gets. Especially in B2B. The unconscious signal is that this was written by a human with feelings and opinions, who fully believes in Navattic’s product vision.

The Image Reiterates the Key Points

If you’re eyes do gloss over at this text, the image helps reiterate the key points about demo centers.

Add Levity with a Zoolander Reference

The top of the ad image adds ZERO information. It just helps succinctly summarize their point: that demo centers are on the rise in SAAS.

The Zoolander reference was instantly recognizable to me. This comes with the risk that some people see it and don’t know the movie, but do you really want customers who have never seen Zoolander?

Make

Linkedin Ad

Holding Customers Responsible

It would have been too easy to make this about the “drop it like it’s hot” reference. When did that song come out? 20 years ago. Yes. 20 years ago.

But let’s gloss over that and move to the headline in the ad creative:

“Are you still optimizing campaigns manually? It’s 2024.”

This puts the Snoop Dogg reference in a new light, doesn’t it? I think Make is trying to say that manually optimizing campaigns is “so 2004”.

I like how this makes the customer the hero, but at a part of the hero’s journey where they are called to adventure.

Make is saying “We can provide you a better way of running your ads, but YOU need to take action”. That is powerful stuff.

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.