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

This week we’re looking at Instantly’s homepage and Linkedin ads from Databox and Callrail.

Instantly AI

Full Homepage

Homepage Hero

Incentives are a Form of Objection Handling

Instantly's homepage hero is simple and to the point.

They are pushing the outcomes their customers see (finding and closing better-fit prospects).

They have also opted for a single focused CTA: Start a free trial.

Just beneath that CTA they have two callouts:

• No credit card required

• Free Leads included

And now we see why I don't have an annotation for objection handling. These are both, to my eyes, incentives.

What are the most popular objections to your product? Do they require a demo or a phone call to address? if not, consider following instantly's example here.

My only note for Instantly? Get some of that social proof (seen further down the page) and move it above the fold!

Databox

Linkedin Ad

Align Your Social Proof & Outcomes with a Niche

Databox's ad is not for everyone. And that's a good thing.

They callout the niche this ad is aimed at:

"Marketing Agencies Love Databox".

They also line up their social proof, capabilities, features and outcomes to this niche.

Your product may have multiple use cases, and you may want to appeal to multiple types of business.

But in your advertising strategy, it pays to divide these up.

You want someone to see your ad and think "this seems like it is for me" and not "this could work for me, but it seems like it's for everyone."

CallRail

Linkedin Ad

“Maximum ROI” is Either Meaningless or a Lie

Callrail's ad is alright in many regards, but has a very prominent believability problem.

No one cares about maximum ROI. Cite a number and your performance will likely improve on an ad like this.

"Invaluable insights"? Not sure what that means.

"Maximum ROI"? So for every dollar I put in I get how much out? $100? $1000?

Get specific with outcomes, and be transparent. Many buyers will consider a product claiming to "improve ROI by 10%" more seriously than a product that advertises "maximum ROI."

Make the outcomes more specific, and throw in some social proof, and this would be a winning ad.

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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.