There’s a problem SaaS marketers have that most marketers don’t. What is it? Well, rather than explain directly, I’ll give you a story… A few years ago, an English journalist interviewed New England Patriots owner – and massage parlor enthusiast – Robert Kraft. Kraft was …Read More
My bizarre Biden bet
Don’t worry, this isn’t going to get political… Earlier this week, I bet Biden won’t win the election. Why? Because… He’s heavy odds-on to win. There are so many things that can go wrong for him. These are the kinds of bets I love: I …Read More
How to eliminate the #1 obstacle to SaaS conversions
I want to explain something most SaaS companies don’t seem to get. I call it the “3-way SaaS sale.” Let me explain… When your prospect arrives at your site, he has 3 choices: #1: He can sign up for your software #2: He can sign …Read More
Google Ad formatting – the rich get richer?
Have you looked at Google’s search results recently? If so, you might have noticed the big difference between the top ad and the next 3 ads. Here’s a screenshot for the search “amazon seller software” As you can see, the top ad gets two lines …Read More
Is your SaaS onboarding folklore or “folk bore”?
When Taylor Swift put out her latest album – Folklore – the twitter hot-takers jumped all over it. One of the less imaginative put downs was, “Folklore? More like folk bore.” My take? It’s a grower. During each listen, a different song stood out. And, …Read More
You want Caressa Dick, because Ivana Humpalot?
I was watching the UK gameshow, Pointless, the other day. One of the contestants said the name of the Metropolitan Police Commissioner was “Caressa Dick.” He was close. Her actual name is Cressida Dick. (“Caressa Dick” sounds like a character in an Austin Powers movie. …Read More
The Most Heartbreaking Metric in SaaS
I have a question for you. Imagine a SaaS company where… * Their PPC impression share was 50%. * Their click rate was 5%. * 4.5% of visitors signed up for a free trial. * 15% of trialists became paying customers. So what’s their conversion …Read More
How to use a zwischenseite to increase your SaaS signups
Those Germans… they have a word for everything. One of my favourites is “zugzwang.” It literally means “compulsion to move.” In chess, it’s used to mean a situation where any move you make will destroy your position. And, because you’re forced to make a move …Read More
The “crazy landlord” that’s killing online businesses
The other day, I heard a podcaster make a really interesting point. He said: “Building your following on Twitter or Youtube or Facebook is like renting an apartment from a crazy landlord who’s willing to rip up the lease at any moment. You need to …Read More
A simple way to get your trialists to engage with your SaaS software
In the copywriting world, we say, “A confused mind doesn’t buy.” If we were to translate this to the SaaS world, it would be, “A confused mind doesn’t try.” What do I mean? OK, let’s say your SaaS product does 10 things for your users. …Read More