logistics in your messaging

Hey,

I’m seeing a lot of people—including high-profile—talk more about differentiation. (Which is good.)

Not nearly as much actionable advice on how to do that effectively, though.

While I’m working on a content piece on differentiating from competitors, let’s look at how others are doing it. (Effectively or not.)

Logistics in your messaging

Would you trust a mountain guide who says he’ll get you to the summit and back in one piece but doesn’t say how?

B2B SaaS often promise they’ll increase your revenue but almost never care to explain how.

Here’s how a recent homepage update from Default avoided this mistake:

Standing out from 353 other tools

The more ubiquitous your category is, the less you need to explain what your product does.

On the flip side, it gets increasingly harder to explain what your product does differently from the market leaders.

Here’s an example of Oneflow fighting this uphill battle.

Things I found for you

• Anthony Pierri on homepages vs. salespeople

• Dave Gerhardt on marketable moments

• Jason Oakley on benefit-driven messaging

• Mark Evans on onboarding and first dates

• Devin Reed on championing the problem

• Allison Rona’s follow-up on scrappy messaging testing

Meme of the week

More goodies

• get a free checklist for B2B SaaS demo request pages

• get a 15-minute video review of your homepage

• get the latest version of the value prop canvas