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

This week we’re looking at Slite’s homepage and Linkedin Ads from Clickup & Clay.

Slite

Full Homepage

Homepage Hero

Don't Say It Saves Time. Say "AutoPilot"

As vague as it is, I think Slite's homepage helps drive home the efficiency and time savings that make up the core of their value proposition.

So next time you're looking for a short and clever way to highlight this element of a product, try this template:

[Category/Capability] on Autopilot.

Are there more clear ways to lay this out? Yes. Are there more concise ways? I don't think so.

Clickup

Linkedin Ad

Conversational Ad Copy

The second word of Clickup's ad caption is "my".

It's written in first person!

This conversational tone really helps with authenticity.

The ad was clearly written by one person, who is sharing their lived experience.

It basically reads like a linkedin post.

Plus, they manage to cover the essential elements of pain points, capabilities, and outcomes.

Show Your Product!

Videos and demos of your product are going to entice people more than even the best copy.

Be transparent, don't mock up something fake. Take a screenshot of what your users see when they are using your product.

Just another way of coming across as authentic, and it lets prospects imagine how they would use your software.

Clay

Linkedin Ad

Cut to the Chase

Clay's ad starts with a CTA.

The ad caption is one line long. A CTA, and an incentive statement (free trial, no credit card required).

Most viewers will actually read this AFTER they read the creative image.

The creative is also very concise and hits on the exact feature and capability that makes Clay so powerful.

This is not selling benefits, and it also isn't "showing" instead of "telling".

But it works because it is so straightforward.

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.