#53 - Write your SaaS Growth 📈

Google ads tactics, psychological copy principles, subject line frameworks, generate organic inbound leads, product/feature launches

Welcome 308 Tech Founders and Marketers to the 53rd edition of Write your SaaS Growth Newsletter:

In this edition, we discuss:

  • Ads: 5 tactics to create winning Google Ads for SaaS

  • Copywriting: 16 psychological principles to apply on your copy

  • Email Marketing: 12 Subject Line Frameworks

  • Growth Marketing: Generate organic inbound leads

  • Product Launch: 7 steps to a successful product/feature launch

Let’s GO!

Growth Tip of the Week! 🚀

Denis says building a successful B2B SaaS company requires:

  • Highly committed CEO and co-founders

  • Product-market fit with at least 10% monthly MRR growth

  • Passion, belief, and understanding of your market

  • Patience and long-term commitment:

Ads 📈

Google Ads is a great marketing channel for SaaS products because it allows you to reach your target audience, drive traffic to your website, and track the performance of your campaigns.

If you are looking for a way to promote your SaaS product, Google Ads is a great option to consider.

George shares 5 tactics to win with Google Ads for your SaaS:

  1. 1: Implement Performance Max. This campaign type uses all of Google's inventory to achieve your desired results. It can show your ads across Google's largest networks including Search, Display, YouTube to get to 30 conversions per month.

  2. Targeted Ad/Asset Groups. Instead of a one-size-fits-all ad, create specific ad / asset groups for each theme of keywords or sub category of products. For example, running a pMax campaign for a CRM? 1x Asset group = CRM for SMBs, 1x Asset group = CRM for consultants, CRM for realtors. Doing this in your search & pMax campaigns will CHANGE the game.

  3. Retargeting. Brands miss out on this again and again. Almost every account I audit has a serious lack of retargeting campaigns. Retargeting lets you show ads to customers based on their behavior. What do I recommend? A dedicated dynamic display campaign targeting:

    1. Website visitors - 30, 60, 90, 180 days

    2. Abandoned carts - 30, 60, 90, 180 days

    3. Purchasers - 30, 60, 90, 180 days Target the hell out of these customers with personalized ads.

  4. Conversion Rate Optimization This is about refining your website and landing pages to increase the percentage of visitors that convert. Test different elements like headlines, CTA buttons, and images to find what resonates most with your audience. Heatmap tools like Hotjar or Crazy Egg can provide insights into user behaviour on your pages. Tools like Google Analytics can help you analyse your site's overall traffic, track conversion paths, and identify potential bottlenecks.

  5. Target ROAS. Do not. Neglect. tROAS. If you've been running your campaigns on MaxCV for months, you're wasting money. Tell Google what ROAS you're aiming for, and it will only go after warm customers in that range. Set the tROAS slightly under your 30 day average. Lower it when attempting to scale. Raise it when looking for higher profitability.

Google Ads for SaaS products will give you a targeted reach, high visibility at the top of search results pages and measurable results with a variety of tools to track the performance of your campaigns.

❤️‍🔥 Community Shoutout ❤️‍🔥

Our friend and member Nikolas shares actionable insights from SaaS veterans with EarlyNode. 5-Minute Read. Every Tuesday. For Free.

Would you like your product to be featured in our upcoming newsletter in the community shoutout? Send me a DM on Twitter!

Copywriting 📈

There are a number of psychological principles that can be used to improve the effectiveness of copywriting for your SaaS product. For example, copywriters can use social proof to show that other people like them are using and enjoying your product.

Kuba shares 16 psychological principles to apply on your copy and sell your SaaS:

  1. ILLUSORY TRUTH The more often you expose the reader to a message, the more important their brain perceives it to be:

    1. Be consistent

    2. Use repetition

    3. Create a sense of security People want to stick to what they know.

  2. SCARCITY When we get a warning something's in short supply – we want it 10x more. Create a sense of urgency with:

    1. Low-stock deals warnings

    2. Exclusive invitations

    3. Time limits People fear missing out.

  3. NOSTALGIA Nostalgia creates a feeling of comfort. How to use it?

    1. Tap into memories and sentimental feelings

    2. Trigger emotions through reminiscent imagery

    3. Remind customers of their history People are sentimental and nostalgic.

  4. AUTHORITY Presenting yourself/your product as an authority boosts value & trust. To build authority:

    1. Use professional language

    2. Highlight industry expertise

    3. Display certifications and awards People trust experts.

  5. LIKING When customers feel connected to the brand, it entices them to take action. How to become your customer's pal?

    1. Personalize messages

    2. Be relatable and likable

    3. Build rapport through shared interestsPeople buy from people they like.

  6. SOCIAL PROOF When people see that lots of other people like something, they want to join in too. Boost your SP doing those 3:

    1. Increase credibility through testimonials

    2. Showcase customer numbers

    3. Highlight media recognition People want to follow the crowd.

  7. FAMILIARITY Familiarity makes people feel comfortable and safe. It's like seeing a friend you know in a crowd. To make your brand familiar:

    1. Use recognizable branding

    2. Establish a consistent image

    3. Stay top-of-mind through repetition People prefer the familiar.

  8. RECIPROCITY When someone buys you a cup of coffee - you feel like you should buy them one back. And your customers are the same. So:

    1. Be generous and giving

    2. Offer something for free

    3. Provide exceptional customer service People feel obligated to return the favor.

  9. BUT YOU ARE FREE Customers must feel safe while making a purchase decision. You can't push them to buy – but you can:

    1. Offer money-back guarantees

    2. Ensure they know all choices available

    3. Tell them what they'll miss if they don't buy People like to feel in control.

  10. CURIOSITY Curiosity encourages people to keep reading. When you use hints and teasers, it's like leaving a trail of breadcrumbs.

    1. Create mystery and intrigue

    2. Pique interest through hints and teasers

    3. Ask thought-provoking questions People are naturally curious.

  11. RELEVANCE If you're selling shoes: Do your customers want to know how comfortable they are, or how stylish they look?

    1. Show benefits and features

    2. Tailor messages to target audience

    3. Offer solutions to specific problems People buy products that matter to them.

  12. CREDIBILITY If you show that you're reliable and trustworthy, people will trust your words and take action. To build credibility:

    1. Establish trust through transparency

    2. Offer guarantees and warranties

    3. Provide proof of success People trust what they can verify.

  13. EGO Buying from you should feel like getting a reward or a trophy. To make your customers feel special:

    1. Boost self-esteem through ownership

    2. Showcase status through exclusivity

    3. Provide a sense of accomplishment People want to feel good about themselves.

  14. OPEN LOOPS Open loops are like a puzzle you want to solve. Here's how to use them in your copy:

    1. Spark interest through mystery and secrecy

    2. Tease with cryptic clues

    3. Hint at hidden benefits People are naturally drawn to the unknown.

  15. THE PRATFALL EFFECT Most copywriters boast about their success. You can make your copy 11.3x more relatable by admitting to a mistake.

    1. Admit to mistakes

    2. Show vulnerability and humility

    3. Use humor to brighten the mood People like to buy from real people.

  16. COGNITIVE FLUENCY If your customers are confused – they won't buy. Cognitive fluency helps the reader understand what you're saying.

    1. Make products easy to understand

    2. Break down complex ideas

    3. Use plain language People prefer simplicity.

Remember, the ultimate goal is to use these elements to push users into action for your SaaS products.

🆘 Community Chat of the Week: 🆘

What is one tactic that has worked for your landing page to increase conversions? Leave a comment below:

Email Marketing 📈

Subject lines are important for any email marketing campaign. By taking the time to write effective subject lines, you can increase your open rates, segment your audience, build brand awareness, and generate more leads and sales.

Phillip shares 12 Subject Line Frameworks that have driven over $100 million in sales (examples included):

  1. How To: 

    1. What It Does: Share a useful guide with your audience.

    2. Why It Works: Content with clear benefits gets clicks.

    3. Basic Example: “How to get tan without hurting your skin”

  2. Scarcity

    1. What It Does: Make people afraid of missing out (this is a specific form of FOMO).

    2. Why It Works: It creates urgency to take action ASAP.

    3. Basic Example: “Sale ending in 48 hours”

  3. FOMO

    1. What It Does: Makes people afraid of missing out.

    2. Why It Works: It creates urgency to take action.

    3. Basic Example: “Summer tans start in Spring”

  4. Lists

    1. What It Does: Start a listicle.

    2. Why It Works: Lists are easy to consume and often attract attention.

    3. Basic Example: “7 ways to tan without hurting your skin”

  5. Self Interest

    1. What It Does: Appeal to people’s self-interest.

    2. Why It Works: We’re all naturally interested in ourselves. Basic

    3. Example: “Take this quiz to identify your skin type”

  6. Questions 

    1. What It Does: Ask a question.

    2. Why It Works: People have a natural desire to answer questions.

    3. Basic Example: “What are your Summer plans?”

  7. Exclusivity 

    1. What It Does: Share exclusive information or offers.

    2. Why It Works: People like to feel like they’re in an exclusive club.

    3. Basic Example: “Special discount for top customers only”

  8. Name Dropping 

    1. What It Does: Use the name of a famous person, brand, or idea.

    2. Why It Works: Famous names attract attention.

    3. Basic Example: “The secret to Arianna Grande’s tan”

  9. Comparisons 

    1. What It Does: Compare two things.

    2. Why It Works: Comparisons can be helpful, and they create a tiny bit of drama.

    3. Basic Example: “Tanning oil vs sunscreen: which is better?”

  10. Interesting News

    1. What It Does: Send news to your list.

    2. Why It Works: If the news is interesting, people enjoy reading it.

    3. Basic Example: “CDC releases new advice on tanning”

  11. Authority 

    1. What It Does: Present an authority figure.

    2. Why It Works: People tend to listen to those with trust/authority.

    3. Basic Example: “7 tanning tips from top dermatologists”

  12. Case Studies / Stories 

    1. What It Does: Start a story about a customer or someone else.

    2. Why It Works: People are naturally interested in stories.

    3. Basic Example: “How a fresh tan led to a happy marriage”

🧰 Marketing Tech Stack to Add this Week! 🧰

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  • NuReply uses AI to generate personalized first lines that are more likely to get a reply. This can help you increase your open rates and reply rates, which can lead to more leads and sales.

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So what are you waiting for? Sign up for NuReply today and start growing your SaaS business! ✨

Growth Marketing 📈

There's an old saying in marketing: "You can spend the money, or you can spend the time." Meaning: of course you could pay for ads or purchased leads; or you could put in some effort to drive leads.

Most startups spend the time. Matt is generating an average of 84 inbound leads per month. All of them from FREE marketing methods. He shares his exact tactics below:

Vinay reviewed SEO strategy of 50+ SaaS products in the last 72 hours.

  1. Value posts Some people say they want leads so they decide social media is the best way to do it. So they start posting about their company and the product or service they offer. This is backwards. Instead, we post all about the challenges our ideal customer faces. We talk about the goals and dreams they have. Here's the best part: we actually share HOW to overcome the pains and achieve the goals. (some people hold that last part in). But my philosophy (that has proven to be true) is that if people see me share helpful tips publicly... they think that if I share that great stuff for free, the paid version must be incredible!

  2. Guest on Podcasts Continue sharing value on podcasts and video series, especially those targeted towards your ideal buyer. I guest on several podcasts or video interviews per month. Most come to me (they saw my value posts), some I reach out to.These are huge. Often the hosts ask me questions that are perfect softballs for what I want to talk about. It allows me to really share all I can about my experience and my suggestions for overcoming challenges.My recommendation if you want to guest on a show: Promise the host you'll market the show and episode, then bring the ENERGY. I host a show too, and I love when the guest is excited to be there and passionate about their expertise.

  3. Facebook groups In marketing, the goal is to be where your target audience is. How lucky are we that Facebook has all these groups filled with our ideal customers? But most people treat this luck poorly.You can also apply this to other groups like Reddit and niche-specific communities

Are you building leads through time?

Product Launch 📈

Product launches and feature launches are an important part of any SaaS business. When done well, they can help to generate excitement, increase awareness, drive sales, position your company as an industry leader, and get feedback from your customers.

Tanmay shares 9 steps to build an audience at breakneck speed:

  1. Message 1000 niche influencers in your space on Twitter to see if they'd be willing to be a tester ahead of your launch. People love exclusive access. This is an easy yes. Be warned though, this is a manual process that takes time.

  2. Feedback Once they receive your product, ask for real feedback. If they have positive feedback, ask them if they'd be willing to shout you out on their Twitter by asking their followers to join your waitlist ahead of your launch.

  3. Update your link in bio to "Join the waitlist ahead of our launch --> [insert link to landing page]" This should lead to a simple landing page highlighting what the product is. Collect e-mail + SMS on this page. P.S. I collected over 25,000 emails/phone numbers this way.

  4. Send weekly updates to these folks. Show photos of what's happening behind the scenes. Talk about why you're starting the company. Make them feel like they're part of the journey.

  5. 1 week before the launch, start hyping it up. Send at least 3 emails and 2 text messages. Tell them to add the event to their calendars and set alarms for the exact time of your launch. At this point, it's all about getting people to engage with your emails and SMS.

  6. On the day of the launch, send out 2 emails and 2 SMS, one early in the day, and one reminder later. Keep these simple. These are warm people that are ready to buy.

  7. Send another email/SMS the following day to the stragglers. Then, send an email/SMS 3-5 days later after customers have started receiving your product showcasing testimonials. Now you're getting the folks that needed some social proof.

How can we help each other? 🥅

  • Are you providing any marketing services to SaaS and tech companies? We’re vetting marketing experts to help SaaS companies hire specific marketers. You can apply here.

  • Let me help you build a marketing strategy for your Tech Product. Know more

Thanks for reading! SaaSwrites is a humble attempt to help SaaS founders and marketers grow their SaaS.

See you next Saturday.

Ricky,

P.S. If you liked this edition, it would mean the world to us if you share it with your friends. :) Thank you in advance!

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