Turn your SaaS messaging into powerful sales & marketing assets

Self-reported attribution & Product Marketing vs. Traditional Marketing

Alexander Estner

May 19, 2024

Hey - it’s Alex!

Today we cover:

1️⃣ What to do with your SaaS messaging framework

2️⃣ Growth Tactic: Self-reported attribution

3️⃣ Bonus material: Product Marketing vs. Traditional Marketing

1. How to make use of your SaaS Messaging Framework

Today we want to cover how you can turn your SaaS messaging framework into powerful sales & marketing assets (homepage, sales deck, cold emails, etc.)

The Ultimate SaaS Messaging Framework is used now by more than 300 SaaS companies.

SaaS Messaging Framework (Miro)

It’s the foundation for all your customer-facing communication.

But I frequently get the question:

What should we do now with the Messaging framework???

In the beginning, I was surprised.

Because I thought it was clear.

My answer was always something along the way:

It’s the foundation for all your customer-facing communication ‘assets’. Build your website, sales deck, emails, etc….

Your messaging is the foundation to build your key assets like:

your homepage
your sales deck
your email sequences
your product onboardings
your product demos
and much more…

The ultimate goal is that it makes your GTM more efficient and consistent.

So you don’t need to start at zero every time you:

write an email,
build a new landing page,
or pitch your product

You will use a consistent narrative.

So let’s cover the steps you can do once you have your Messaging Framework.

Step 1: Sales Narrative

I like to turn the messaging framework into a short version.

It’s your sales story / POV (point of view).

It’s your sales narrative. The way you look at the market.

Step 2: Your Value Proposition

Everyone in your company needs to know this.

We covered it in our previous newsletter.

You can turn the value proposition canvas into 3 sentences.

It’s your elevator pitch.

Step 3: Elevator Pitch

With these core messaging assets in place, you’re well-equipped for your GTM work.

Step 4: Translate into Homepage

Each element of your messaging finds its place on your homepage.

Your homepage is the visual part of your sales story.

Here’s my Free Homepage template.

Step 5: Translate into Sales Deck

Another crucial marketing/sales asset is your sales deck.

Again each part of the messaging framework finds its place.

Free Sales Deck Template

Step 6: Objection Handling

We all face it. Objections.

Part of the messaging framework is to collect your most common objections.

You need to handle them.

In your:

sales deck (FAQ)
on your website (FAQ section)
in your sales demos

To be prepared for this, use my objection handling template.

Step 7: Demos, Multi-Channel Prospecting & Content Marketing

The list goes on. Because messaging is everywhere.

The point is. Each of these assets relies on a solid messaging framework.

How to do Product Demos (that convert)

Includes the status quo, competitive alternatives, problem, jobs to be done, desired outcome, benefits, objections…

Cold Emails (TAPSA Framework)

Includes market insights, assumed pains, 1-sentence value proposition…

Demo Follow Up Emails

Includes again the status quo, identified pain, solution (features, capabilities & benefits), but maybe also answers to objections and your positioning against competition.