03 - Here’s the truth: Most SaaS marketers think great headlines come from creativity. The reality? They come from customer data.

This past week, I’ve seen three different SaaS marketers regurgitate the same shallow idea: A great product beats marketing every time.

Frankly, it’s a “no duh” headline. (It's stating the obvious, right?)

If you’ve been working deeply with your customers for 1-2 years—talking to them, running experiments, and learning from their behaviour— then you've got much more attention-grabbing stories to tell.

Here are five compelling headlines that actually show specialist, in-the-trenches understanding of the problem:

• Why 70% of our trial users don’t convert and what we’re doing to change that
• The real reason we stopped offering a free trial after 6 months
• How we doubled signups without a big ad budget
• What we learned from losing our top customer and why it’s changed our onboarding forever
• Why your users don't want 100 features (and which 3 they actually care about)

These kinds of insights only come from direct experience—not generic advice that could be generated by anyone (or worse, by AI).

Tip for marketers/content writers:

Don’t rely on what you find on a company’s website and socials. Interview the sales team, join customer success calls, dig into user feedback, or participate in product demos.

Real customer insights require going beyond surface-level information.

Tip for tech founders:

Connect your marketing team to sales, customer success, and past customer interviews. Involve them in surveying customers and conducting research calls to ensure they have the insights to create impactful messaging.

Building Trust Signals Through Insights

Gathering and sharing deep customer insights through interviews, feedback, and product use can create multiple trust signals . These insights help craft?customer testimonials, build?case studies, and fuel?transparency?in?communication.

Plus, they power regular content that keeps customers engaged and trusting your brand.

The real insight here?

A great SaaS headline isn’t just about the product—it’s about showing you deeply understand your customers’ pain points and how you’re addressing them.

It's about sharing a real story, built on data and genuine interactions, that speaks to your users' needs, paint points, and desires.

What makes an attention-grabbing headline in your eyes? Let me know.

Ps. By the way, if you need help interviewing customers, collecting case studies, or writing articles and guides that build trust and generates leads reach out .

This edition was drafted with the help of ChatGPT Plus and Perplexity AI. Image generated by LinkedIn AI.