There are too many software solutions out there, especially now with AI. You can only sell yours if it is genuinely appealing to a specific group of people. It needs to feel unique, relevant, and likely to meaningfully improve their situation.

Generic claims like "increase profits" or "reduce costs" carry very little weight. Buyers have heard those promises from dozens of tools. To stand out, you need to be specific about who you help, what problem you solve, and why your solution is clearly better than the alternatives.

Find the right audience, pain point, and use case

Most SaaS products can help different types of people in different situations. Only a few of those situations are painful enough that people are willing to pay for a solution.

Take a reporting tool. A solo freelancer who sends one client report per month can do it in a spreadsheet. Annoying, but manageable. A small agency sending 8 reports every Friday is losing half a day per week. That hurts. A growing agency that just signed 3 new clients and is about to miss deadlines because one person cannot keep up with reporting? That is the person who will pay today.

The product is the same in all three cases. The willingness to pay is completely different. Your job is to find the people in the third situation.

Make your website reflect that

Once you know your best audience and their most painful use case, your website needs to speak directly to them. Most SaaS websites try to appeal to everyone. The result is a vague copy that appeals to no one strongly enough.

Generic

"Automated reporting for modern teams."

Could be any tool. The agency owner does not see their situation here.

Specific

"Stop losing your Friday afternoons to client reports."

One audience, one pain. The right person feels this was built for them.

The product behind both versions can be identical. The difference is whether the visitor feels it is relevant to their specific situation.

How to find your best positioning

Talk to your existing users. Ask which ones would be most upset if your product disappeared. Ask what they were doing before they found you. The answers reveal which use case creates the most urgency.

Read competitor reviews. Go to G2 or Capterra and look at the 2-star and 3-star reviews of competing products. The complaints show where the market is underserved.

Test with real people. Show your landing page to 5 people who match your target audience. Ask: "What does this product do?" and "Is this relevant to you?" If the answers are vague, your positioning needs work.

Dive deeper with our free course

You now understand the five steps to marketing a SaaS. But when you sit down to work on your positioning, channel strategy, or landing page, questions will come up that a summary cannot answer.

The free email course answers those questions. One lesson per week, each focused on a single problem, with a video and clear steps.

It is the same process we walk our clients through: just delivered to your inbox so you can work through it at your own pace.