Messaging

What is messaging?

In the hyper-competitive SaaS marketplace, your brand messaging is key to attracting customers and standing out from your competitors. Messaging is how you communicate your product’s value, benefits, and its unique qualities to your audience. It’s about creating a voice that speaks directly to your customers and makes them feel understood and it’s why messaging is such a key component of our SaaS branding service.

At our SaaS design agency, we help companies create effective messaging that connects with their audience. From defining your brand voice to writing website copy, we offer a complete service to ensure your messaging is clear, consistent, and engages your target customer to act.

What is messaging for SaaS?

Messaging for SaaS refers to how, as a software company, you communicate what your product does, who it’s for, and why it matters. This includes everything from your tagline, the copy on your website, social media, adverts and even some of the microcopy contained in your digital product UI.

Strong messaging helps your audience quickly understand how your product solves their problems and why they should choose you over your competitors.

For SaaS companies, messaging is especially important because your market can often be full of similar products. Without clear messaging, potential customers may not see the value of your solution over your competitors. Bland messaging can mean customers forget your product even though it may be the best option for them.

We work hard to find the attributes or pillars of your messaging based on the values of your product and how they solve your customers problems. Recognising that as human beings, being different can really help connect with your audience.

Our Messaging Service

We have a number of services that work together or can be used stand alone to help companies create powerful brand messaging:

Market Research

The first step in creating effective messaging is understanding your market. We conduct research to learn about:

• Your target audience: Who exactly are they? What are their behaviours and pain points? What solutions are they looking for?
• Your competitors: How are they positioning themselves? What are their strengths and weaknesses?
•  Industry trends: What challenges or opportunities exist in your space?

This research will provide the foundation for further messaging work providing the intelligence we need to create the right messaging for your customer and product.

Positioning Workshop

Once we understand your market, we work with you to define how your brand fits into it through positioning workshops. During these sessions, we:

• Identify your unique selling points
• Define your target audience segments
• Clarify your brand’s mission and values
• Determine your key messages

This workshop helps align our collaborative team on how to talk about your product and brand and is an excellent opportunity to test early ideas with stakeholders and the target audience.

Brand House Creation

A brand house is a framework that guides all your messaging and typically a brand house will include:

• Your brand purpose
• Your brand personality
• Your brand promise
• Your key messaging pillars

This framework is invaluable in making sure all your communications are consistent and true to your brand.

Value Proposition Development

Your value proposition is a clear statement of the main and unique benefit your product offers and why they should choose it over your competitors. We help you create a value proposition that:

• Addresses your customers’ main problems
• Explains how your product solves these problems
• Shows why your solution is better than alternatives

A strong value proposition is the foundation of all your messaging and becomes the unifying statement that all your communications convey.

We tested a range of value propositions during our messaging work for Lumis.

Tone of voice

Establishing a distinct tone of voice that captures the essence of your brand is essential for consistent copywriting across all your communications. Defining your brand’s tone of voice includes:

• The personality your brand should convey
• The type of language you should use
• Guidelines for how to write in your brand voice with examples and clear dos and don’ts

A consistent tone of voice helps build brand recognition, trust and will become a core strength of your brand.

Content Audits

For established companies, we review your existing content to:

• Check if it aligns with your brand messaging
• Identify gaps in your content
• Suggest improvements

We’re looking at how your content works together to support your brand message and if there are areas that need to work harder.

Website Copy

Your website is often the first place potential customers learn about your product. We write clear, engaging website copy that:

• Explains your product’s benefits
• Guides visitors through your site
• Encourages them to take action (like booking a demo or signing up for a trial)

We work with our SaaS web design team and present website copy in wireframes and hi-fidelity mockups so you get to experience it as your potential customers will see it.

Ad Copy

Ad copy has to efficiently distill your product messaging so it instantly captures attention. Creating effective ad copy is an iterative process that requires testing and honing even after the ads are live. We create ad copy for:

• Search engine ads
• Social media ads
• Display ads

Our ad copy is designed to grab attention and encourage clicks, while staying true to your brand voice.

Why strong messaging is so important for SaaS brands

1. It helps you stand out in a crowded market – clear, distinct messaging will help your brand get noticed
2. When your messaging speaks directly to your ideal customers, you’re more likely to attract qualified leads
3. Many SaaS products are complex. Good messaging explains them in simple terms that anyone can understand
4. Consistent messaging helps build trust with your audience
5. Clear messaging and copy can answer common questions and objections, making the sales process smoother

Why choose our SaaS messaging service?

Our team specialises in SaaS branding and design. We understand the unique challenges of marketing software products and can help you create messaging that:

• Explains technical features in simple terms
• Highlights the benefits of your product, not just its features
• Speaks to both technical and non-technical audiences
• Differentiates your product in a crowded market

We take a holistic approach to unique messaging and clear copy, using insights from your market, your customers and you to create memorable messaging that connects with your target audience. Always making sure your messaging aligns with your overall brand strategy and business goals.