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

This week we’re looking at Postscript’s homepage, plus linkedin ads from RingCentral and Zoom

Postscript

Full Homepage

Homepage Hero

Concept : Lowest Viable Word Count

Postscript's headline is 4 words.

Let's just say it doesn't waste a single character.

It takes less time to read or even speak out loud than 99% of the headlines I have analyzed.

Sometimes, this is the ONLY thing a headline has going for it.

In the pecking order of priorities, clarity and meaning are at the top. Brevity immediately follows.

Be like Postscript. Distill the clearest, most meaningful headline possible to its shortest possible variant.

Save the wordier ones for other parts of your website.

So when you are writing copy, try to figure out what your LVWC (Lowest viable word count) is. That’s the sweet spot.

RingCentral

Linkedin Ad

One Ad, One Value Proposition

Ring Central makes excellent use of repetition in this ad.

It can be tempting to hit on multiple propositions in your ads, but I would caution against it for two reasons:

The impact of each value proposition is diluted by the others. Yes, even if they are all impressive.

When testing ad creatives, if each one corresponds to a single selling point, you can see their results as an approximate measure of the value of those selling points.

In their ad, Ring central focuses on one single statistic: Save up to 40% of your annual telephony spend.

This type of ad is great as a way of testing which selling point is most effective, but also, if you already know which selling point is the winner, an ad like this helps you expose that specific angle to new audiences.

Zoom

Linkedin Ad

Mirror Your Messaging

How much do you want to bet that this ad leads to a landing page that focuses on Zoom's phone functionality, and its use of AI to increase productivity.

You don't even need to check.

The caption covers the pain point, the category, and a key feature.

The ad image mirrors that feature and category.

If you line up your creative with a landing page, your prospects enter the landing page with the right context.

No bait-and-switch. No feature overload.

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.