If I tell you I can save you hours, boost your business growth, and increase your revenue, just with a little investment, do you believe me?
You might, if you knew me personally (yes - I’m excellent).
But if you saw such a promise on a website, from a company you barely know, would you believe it?
Headlines such as:
“Accelerate your growth”
“Boost your revenue”
“Increase your ROI”
“Fill your pipeline”
Well, you might as well become our CEO if you’re that good.
If it was easy, everyone would do it.
(if you know someone whose website headline is such a hard-to-believe promise, share them this newsletter!)
So why do B2B businesses still make this kind of claim?
Because most B2B businesses grew through sales work = 1:1 interactions, when you can better sell your grand vision, when it’s easier to believe you.
But for 1:many channels, this messaging doesn’t work. Trust from strangers isn’t earned easily.
So, what should I put on my headline?
A relatable promise.
Meaning:
The problem you solve
How
That’s it.
Your buyers aren’t stupid. They know that if you solve this problem of theirs, it’ll help them do business.
(and you can still talk about outcomes later - as in your use cases)
Examples of headlines I rewrote for two B2B SaaS:
“Become an Organization that Outperforms”
→ Turn your blind efforts into trackeable leadership progress
“Accelerate your business while becoming easier to do business with”
→ From chaotic systems to a centralized order management
See the structure?
{Problem solved} {how you solve it}
{Blind Efforts to improve as a leader} {solution to track progress}
{Unsynchronized siloed systems} {centralized platform}
Both end-end-end-outcomes are business growth. But nobody would believe such a promise. Instead, I tease what the SaaS does concretely.
It makes visitors want to read more, and you can earn their attention + trust from other sections and pages.
Also, CEOs don’t read your website: your Champions do. But we’ll talk about that next time (remember to subscribe).
If you want a quick review of your headline or homepage, feel free to share it to me (comment or answer this newsletter).
How did you find this edition? I want your feedback!
Have a nice day,
Gaspard