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

This week we’re looking at Melio’s homepage, and Meta ads from Twilio and Convert Kit.

Melio

Full Homepage

Homepage Hero

Meta Ad: ConvertKit

Meta Ad: Twilio

Observations

The Ultimate Headline Structure

In the above homepage, Melio uses one of the most effective structures for a hero headline.

We’ve seen this structure in dozens of homepages, and as a headline in emails and ads.

The structure is simple:

[Capability Statement] + [Outcome Statement]

Very often people will write it out like this:

“Our product allows you to [Capability], this leads to [Outcome].”

In this case with Melio, it’s:

“Simplify invoice payments. Amplify cash flow.”

Think of this structure next time you’re coming up blank for a headline.

Cut the Fluff?

The above ad by Convert Kit is a good example of why we often relate fluff to outcomes. And remember, fluff isn’t necessarily bad, but with this specific strain of fluff, we can see why we would want to use it sparingly.

What we have in this ConvertKit ad is an example of vague outcome statements. These are not bad to have once in piece of creative, but having multiple will erode the reader’s trust.

Getting Technical in a Meta Ad

Just because your product is technical, doesn’t mean you can’t find your audience on Meta Ads.

The ad caption highlights features, capabilities, and a few outcomes, and for the creative they chose to pair a minimalist graphic with a fairly technical capability-centric headline.

This likely results in a fast scroll-through from anyone who doesn’t know what they are talking about, and a clear signal to Meta’s behavioral targeting about who is or isn’t interested in this product.

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.