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about 1 year ago • 1 min read
Did someone send you this email? Subscribe to future emails The Offer Is it possible to have good brand positioning and a good product but not a good offer? Seems counterintuitive, but it is possible, particularly in SaaS. Firstly, let's get on the same wavelength. What is an offer? It's a proposal presented to a prospect of what the company will provide in exchange for the customer's money. Here’s what an offer is made up of: Value proposition: Clear articulation of the benefits to a...
about 1 year ago • 3 min read
Did someone send you this email? Subscribe to future emails Which channel delivers max leads in the most cost-effective way? “Which channel should I pick, Oren? Which will deliver maximum leads in the most cost-efficient way?” I have a handful of meetings each week with B2B SaaS founders, and some version of that question comes up on about 90% of calls. Good question, right? Actually, no, not really. Order of sequence is everything here. The right question explored at the wrong time can lead...
about 1 year ago • 3 min read
Did someone send you this email? Subscribe to future emails Authenticity Vs Self-Promotion Let's bust a myth. Personal content does not need to be overly personal. I share very little of my own personal life on LinkedIn. Many personal brands share personal aspects of their lives that are unrelated to their work, Rand Fishkin being one. But many other successful brands share very little of their 'personal' self. April Dunford is one of those. What every successful personal brand shares,...
over 1 year ago • 2 min read
Did someone send you this email? Subscribe to future emails The Two Types of Personal Brand I go back to that comment I made in the first email. Most SaaS CEOs shouldn't try to build personal brands. They're missing the key ingredients to do it successfully, and if you can't do it successfully, your time is better spent elsewhere. But those who have those ingredients and AREN’T building a personal brand are missing a golden opportunity to attract talent, investment, and customers if they're...
over 1 year ago • 3 min read
Did someone send you this email? Subscribe to future emails Should you build a personal brand? When I post about personal branding, replies in the comments often declare that all SaaS CEOs should be active on LinkedIn. That's a complete misconception. Not every CEO is right for personal branding. I understand the clamour. Aside from a great product, a successful personal brand is one of the most valuable assets any SaaS CEO could own. It helps you build brand awareness and attract customers,...
over 1 year ago • 5 min read
Did someone send you this email? Subscribe to future emails The Trojan Horse that gets new customers through the door In the work that came before, we identified dozens of different benefits. We validated several, ranked and scored by clients. We then narrowed our selection to one persona. And through our customer interviews, we discovered a range of 'positioning ingredients' that we can deploy throughout our messaging. Things like: The industry changes The stakes The enemy Their problems The...
over 1 year ago • 3 min read
Did someone send you this email? Subscribe to future emails Features are not your friend In previous emails, we discussed the what (you do) and who (it's for). What we still need to cover is the why. As in, why should the market care about your product amongst all other options? Up to this point, we've identified your product benefits derived from its features. But I want to share a secret with you. When it comes to marketing… Features are not your friend Think about the uninvited service...
over 1 year ago • 4 min read
Did someone send you this email? Subscribe to future emails I agree with April Dunford on most things, except this... The positioning GOAT, April Dunford, taught us that if we want customer insight, we should speak with our sales team. After all, they're communicating with customers all day, every day. It's also cheaper and more convenient for a founder to get answers from a team member than a customer. And, whilst I agree with April on most things… I don't agree with her on this Sales are...
over 1 year ago • 3 min read