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

This week we’re looking at Hootsuite’s homepage, plus Linkedin ads from Domo and Mailchimp.

Hootsuite

Full Homepage

Homepage Hero

What are Real Results?

Let me be clear. I think this hero is overall a 9 out of 10. The one thing I would change if I were Hootsuite?

“Real results.”

Save time? A little overplayed, but it has a real meaning, and it can be true or false.

Real results? Doesn’t really carry a functional truth value.

When you get down to it, I think saying “real results” is an attempt to have your reader fill in the blank.

Do they want more engagement on social? More reach? More ROI? Those could all be real results.

But like so many fluffy phrases, in trying to toe the line between multiple meanings, it loses any sense of specific meaning.

The graphic to the left does a lot more to give the viewer an idea of what hoot suite will be able to do, and how their day to day will be different once they have it.

Domo

Linkedin Ad

Never say Supercharge!

There are several turns of phrase that should be banned because AI overuses them.

For instance, “delve” and “landscape” always SCREAM AI.

But “supercharge”? That was overplayed before GPT 3 even came out.

It’s got the combination of three awful properties:

- People don’t actually speak that way

- It doesn’t add meaning

- It ALWAYS feels like exaggeration

Remove it from your dictionary.

Also, if you are writing a sentence that uses it, don’t just remove “supercharge”, think about getting rid of the whole sentence.

That being said, Domo’s ad has some redemption. The simple, conversational language of the caption does a great job illustrating some of Domo’s key capabilities & features.

Mailchimp

Linkedin Ad

Nest Your Social Proof

You know what helps sell? Social proof. You know what REALLY helps sell? Social proof that CONTAINS capability and outcome statements within it.

Mailchimp probably has a plethora of testimonials. Picking this one, and matching it with the same capability in the caption helps build trust and gives people a very simple reason to get the software (segmentation & targeting).

My main issue here? “Data driven marketing” is not a good phrase in an ad like this. It really belongs in the posts of the most vapid Linkedinfluencers on the planet.

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:

• 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.

• 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.