by Aleksandar Radosevic founder of An Irresistible Offer
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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/ea9b8676-400a-4691-8aa8-3f47f4d33d73/379281705497Question.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/ea9b8676-400a-4691-8aa8-3f47f4d33d73/379281705497Question.gif" width="40px" /> WHY USE B2B SAAS DEMAND-CAPTURE MESSAGING?
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/f7e925ee-b5ff-4213-b3cb-ad1b47698026/269692788944Target.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/f7e925ee-b5ff-4213-b3cb-ad1b47698026/269692788944Target.gif" width="40px" /> WHO IS THIS MESSAGING FRAMEWORK FOR?
<aside> <img src="/icons/book_red.svg" alt="/icons/book_red.svg" width="40px" /> THIS GUIDE FOCUSES ON THE PROBLEM/SOLUTION VALUE PROPOSITION
A highly effective approach for growth-stage B2B SaaS startups aiming to scale customer acquisition from existing traffic without increasing budgets.
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→ FORMULA
→ HOW TO EXPLAIN IT
→ EXAMPLE: STRIPE
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/7fc75a21-0e2c-4212-8869-749f1aa2583e/825365352250Web_Research.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/7fc75a21-0e2c-4212-8869-749f1aa2583e/825365352250Web_Research.gif" width="40px" /> PRODUCT CATEGORY
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↓ will help you
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/e171dc84-e701-458c-97eb-232a7c5a9168/607600842479Flight_Mode.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/e171dc84-e701-458c-97eb-232a7c5a9168/607600842479Flight_Mode.gif" width="40px" /> PRODUCT CAPABILITIES
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↓ by using
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/1ffecc01-f5cb-42d3-954d-aa0d89508cbe/345112599524Menu_4.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/1ffecc01-f5cb-42d3-954d-aa0d89508cbe/345112599524Menu_4.gif" width="40px" /> KEY FEATURES
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↓ that enables
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/df6ead8f-2913-4cf3-82c6-509cf8ea04f3/854940811174Check_Mark_7.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/df6ead8f-2913-4cf3-82c6-509cf8ea04f3/854940811174Check_Mark_7.gif" width="40px" /> INSTANT SOLUTION
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↓ without
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/1ba32dcd-e8d6-4d50-8684-99c8e07fcbda/394712575015Hail.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/1ba32dcd-e8d6-4d50-8684-99c8e07fcbda/394712575015Hail.gif" width="40px" /> EVERYDAY PROBLEM
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↓ because of
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/e33f40df-433c-4bed-a256-42723ee87a30/851072631362Launch.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/e33f40df-433c-4bed-a256-42723ee87a30/851072631362Launch.gif" width="40px" /> COMPETITIVE ADVANTAGE
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↓ to improve
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/a95fb05a-1b27-4c88-af6a-46ff4d990707/149167417357Maze.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/a95fb05a-1b27-4c88-af6a-46ff4d990707/149167417357Maze.gif" width="40px" /> CURRENT WAY
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↓ because we handle
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/d2d5c373-14ba-429a-a7dc-24219858d071/492914837063Affiliate_Marketing.gif" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/a8325d9e-cd8b-41bc-8c21-a0a74db08bf0/d2d5c373-14ba-429a-a7dc-24219858d071/492914837063Affiliate_Marketing.gif" width="40px" /> ICPs OBJECTIONS
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=
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> Describe the product in 2-3 words. ↳ If you have multiple solutions, focus on the one you want to be recognized for.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> What does your product enable your customers to do? ↳ There can be multiple capabilities, but stick to 2-3 max, otherwise, you can lose clarity.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> List the key features that enable each capability. ↳ Merge features to align with capabilities (only highlight key features).
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> What does using the features above result in solving? ↳ Identify tasks that your product's features make instantly easier.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> List the surface-level problems your product solves. ↳ Add issues that are occurring daily and your ICP doesn't have a solution for it at the moment.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> Show how your product outperforms competitors. ↳ Add differentiators based on your product, capabilities, usability, and offer.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> How is your product superior to their current solution? ↳ Explain how your product will simplify their current process.
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↓
<aside> <img src="/icons/checkmark-line_green.svg" alt="/icons/checkmark-line_green.svg" width="40px" /> What is holding them back from taking action? ↳ Address the main concerns that may prevent visitors from converting.
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<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> Product Category ↳ Payment Processor
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↓ will help you
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Process Payments 2. Automate Billing 3. Track Revenue
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↓ by using
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Prebuilt Payment Form & Payment Links 2. Customer Portal & Invoicing 3. Billing Analytics & Tax Reporting
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↓ that enables
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Easy payment integration to your website 2. Get paid instantly from 100+ countries 3. Exclude huge bank commissions
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↓ without
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Payment errors 2. Payment delays 3. Security breaches
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↓ because of
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Product: Advanced fraud protection 2. Capability: Fast and reliable processing 3. Usability: User-friendly interface
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↓ to improve
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> How can you handle payment processing within one software, eliminating the need for multiple tools.
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↓ because we handle
<aside> <img src="/icons/checkmark-line_yellow.svg" alt="/icons/checkmark-line_yellow.svg" width="40px" /> 1. Security (Concerns) 2. Compliance (Regulatory) 3. Integrations (Complexity)
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<aside> <img src="/icons/notification_red.svg" alt="/icons/notification_red.svg" width="40px" /> UNIQUE PRODUCT OFFER Now, you can combine different positioning and messaging elements to create your unique (irresistible) product offer.
It can be used for website headlines, ads, sales pitches, social media, etc.
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<aside> 👋 This framework is a PERFECT starting point for clarifying your offer and gaining a competitive edge. It will help your best-fit customers intuitively understand the value of our product right from the homepage.
If you have any questions or need help with product messaging, DM me on LinkedIn. I'll gladly help.
Keep up the good work! 💪 Alex
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