Writing
Original analysis on credibility, trust, and what's actually working in B2B SaaS marketing.
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Why SaaS Companies Fail: The Reasons Most Founders Won't Admit
In the good ol’ days, it was really easy to start a business. You just looked around your village, found something no-one else was selling, and sold that thing. No candle-maker? Sick. Just dip a ...
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SaaS Positioning Framework: How to Build One That Actually Works
Wanna know what pisses me off? When you follow someone because they promise to teach you something, but they never actually teach you how they do it.They give you assorted bits of disconnected advice,...
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How to Audit Your SaaS Positioning: A Scorecard for Growth-Stage Founders
Most positioning 'experts' are great at waxing lyrical about how important positioning is, but don't actually say anything useful. GET THE SCORECARD GET THE SCORECARD It's like a driving instructor sa...
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SaaS Positioning: What It Is, Why It Matters, and How to Get It Right
Blogs, newsletters, podcasts, and social media are awash with people making big promises about hacks and tricks to get your software in front of more people and 10x your leads.But the key to good SaaS...
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How AI is Changing SaaS Marketing (And Why Most Teams Are Using It Wrong)
The last few years have seen a seismic shift in how copy and content can be written.Before, your options were writing it yourself or hiring someone else to write it. There were some apps that generate...
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Why B2B SaaS Buyers Make Emotional Decisions (Even When They Think They Don't)
Why great copy is romantic, not formulaicYou won’t struggle to find people or resources promising to give you the secret to great copywriting. And this secret pretty much always boils down to a framew...
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What is SaaS Copywriting? (And Why Most SaaS Companies Get It Wrong)
SaaS is a really competitive market…but if you’re reading this, you already know that.That’s why it’s so important to find any way you can find to stand out to potential customers. Or more specificall...
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7 Ways to Give Your SaaS Content More Personality (Without Sounding Unprofessional)
Every marketer knows how important content is to their strategy.That's why every company has a blog, a newsletter, and an account on every social media platform that's ever existed.But this mentality ...
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Is AI-Generated Content Plagiarism? What SaaS Marketers Need to Know
I rage-quit a webinar a few weeks ago.It was a first for me, but I was too angry to stay on the call. I shouted, “FUCK THIS!”, closed Zoom, and stormed downstairs to rant at my partner, Jessie.The web...
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Why Borrowed Email Marketing Strategies Don’t Work for SaaS (And What Does)
I have a conflicting relationship with the word strategy.On the surface, it’s a pretty straightforward word with a simple meaning:“a plan of action designed to achieve a long-term or overall aim”But w...
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Why ”It’s Not About You” Is Terrible Advice for SaaS Marketers
I see this advice thrown around a lot. That the things you write should be about your customer, not you.Their reasoning is essentially that we’re all selfish pricks who only care about ourselves. And ...
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How Many CTAs Should a SaaS Landing Page Have? (Less Than You Think)
PSST! Come here…I’ve got a secret to tell you. 🤫There are these things called CTA’s, and they’re gonna be the future of marketing.No, really!But there’s a problem. Most SaaS companies make the same tw...