Ellohay erethay iendsfray!
If you don’t know pig latin, you probably can’t understand that. (Hint: I said, Hello there friends!)
That’s exactly what most people feel when going to a website with wordy, confusing, and buzzword-filled copy.
Tat's what Emma Stratton, founder of Punchy, often sees:
The truth is, especially in tech and in B2B, what I see more often happening is really good products with messaging that actually makes those good products look bad—undifferentiated, complicated, irrelevant. That's what I see happening with their messaging.
It’s why applying the S.M.I.T. concept in your website copy is important. That means putting your Single Most Important Takeaway at the top.
Today, Emma describes how to make your website copy crystal clear using the SMIT concept.
In today’s Marketing Powerups, you’ll learn:
1. Why muddy or wordy messaging can make good products look bad
2. How the SMIT concept can make your messaging crystal clear
3. An example of the SMIT concept in action.
4. A career powerup that’s helped Emma transition from a freelance writer to a positioning and messaging expert.
🏆 Sponsor
I want to thank the sponsor of this episode, 42/Agency.
When you're in scale-up mode, and you have KPIs to hit, the pressure is on to deliver demos and signups.
And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.
They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.
If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.
Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.
🎉 About Emma Stratton
Emma Stratton the founder of Punchy and is a messaging and copywriting consultant with over 13 years of experience in branding, strategy, and positioning. She helps businesses develop a clear brand voice and message that resonates with customers by understanding their journey and pain points. When she’s not demystifying B2B tech, she’s an author, riveting speaker, and big-time dreamer.
🕰️ Timestamps and transcript
- [00:01:12] The Impact of Muddy Messaging on Good Products
- [00:03:47] Challenges in Messaging for Tech Companies
- [00:05:45] Focusing on Customer Benefits Over Product Features
- [00:08:10] Improve Marketing Messaging with the SMIT Concept
- [00:14:07] The Role of Emotions in B2B Tech Messaging
- [00:15:46] Marketing Agency 42 Agency Helps B2B SaaS Scale and Hit KPIs
- [00:16:32] The Power of Emotional B2B Messaging
- [00:23:17] Career Power Up: Taking Risks and Following Your Passion
- [00:25:49] Dealing with Imposter Syndrome
- [00:29:42] Emma Stratton on Messaging and Copywriting Tips
Marketing Powerups