SaaS companies – don’t use copy that only focuses on your product features. You need to go a different route. Away from the well-trodden “what we do” path. Towards the greener “why we do it.”
“B-b-but what about our features?”
Of course, you still need to say what you do. However, focusing on features won’t win you customers in the long-term. Probably not in the short-term either. Here’s why.
Your best features can and will be copied
You spend your resources developing, testing and launching your idea. Sure, that gives you a headstart over the competition. Until they reverse-engineer what you did and release something similar. Tripping you up just as you were hitting top speed:
There’s no best feature
Compete on features and you have to show why your version of a feature is better than a competitor’s. The thing is, everyone has different definitions of what’s best for them. Does best mean Gartner Magic Quadrant-rated? Award-winning? Support available on the phone?
Listing your features alongside a competitor can work well. As long as you have a superior feature set, of course. However, they’re no good when you’re talking to people who are still deciding if they actually need what you offer.
“New features” don’t scale
New can attract early adopters when you’re launching. However, this stops working when you grow and start targeting audiences who already have a solution. To those audiences, “new” means, “You’ll have to stop using the product you’ve already invested in.”
You don’t really want to make your team come up with new features every few months. Expecting them to keep inventing the next iPod, iPad, or iPhone. Just to keep you ahead of the competition.
“No one ever got fired for choosing IBM”
The market leaders don’t always have the best features. They’re just the safest bet. Whether that’s because they’ve been around the longest, or gobbled up all the innovative companies. Your features aren’t going to dislodge them any time soon.
“Ok, so tell me more about this narrative”
This isn’t about your mission, values or brand. The narrative includes four main areas:
- What’s changing in the world
- Why it’s relevant to your target audience
- What this means for your target audience if they don’t adapt
- Introduce the solution
Yours has to be positioned as the definitive narrative. Note “the”, not “a” narrative. Check out how these companies do it: