It’s a line I heard last week. In fact, I hear it every week. 

Being the best-kept secret. It’s a trophy, so many B2B SaaS businesses carry against their will. So the big question is: How to replace it with ‘most-wanted.’

1. The first problem to solve: The noise
2. The next problem to solve: Trust

When I asked the founder who shared the line above, ‘What would be your ideal situation?’ he answered: “Intrigue my audience and become the word of the day.”  

The essence is in the word ‘Intrigue.’ That’s about hitting the right nerve. It’s about creating surprise. 

And that’s not what B2B SaaS marketing is known for – because the messages I see are virtually always about what intrigues ‘us’ – not about what ‘them,’ i.e., the people that need to buy our software. That’s not intriguing. That’s irritating.

No wonder everything sounds like noise to them.

No wonder there’s distrust.

Intrigue starts with deep empathy. Saying it the way it is.

For example

• Does it feel like MRR is plateauing in the last months? 
• Are more prospects ghosting you? 
• Did you just close another quarter behind target? 

Your hook is one thing – your promise is the other one. The art is to make your promise irresistible i.e.

• Including an outcome that they desperately want
• combined with a guarantee that takes their biggest objection out

Stop irritating – Start intriguing

Question for you to reflect upon

If you count the headlines on your website: How many do intrigue? What if you’d double that?