Letter #94: The onion peel TOFU framework (visual included)
Introduce your SaaS solution the non-salesy way
A client once told me the agency they were working with did their content engine more harm than good with their keyword-first TOFU strategy.
Deep inside, I knew what had potentially contributed to the mess though:
The limited belief around top funnel content being best for âbrandâ awareness only đłÂ
In reality, TOFU content is capable of much more, including âproductâ awareness.
But, of course, introducing your SaaS tool without leaving a salesy, we-centered first impression takes work.
Work that you can cut down with my onion peel framework that:
Gains readersâ trust by peeling back layers of one solution after another before introducing YOUR solution
Empowers readers to make their own decisions (in your favor), therefore, coming across as educational instead of salesy
It also saves you from being too quick to position your product as the only solution the reader needs which gets you nothing but eye rolls đŹ
Hereâs how it works in 3 simple steps:
1ď¸âŁ Share a solution (letâs call it solution #1) to a specific pain point your target audience wants to solve. Point out both its merits and drawbacks.
Example: Using sticky notes to organize your workload into a manageable to-do list. The problem? Theyâre scattered so you canât keep tabs on everything youâre doing.
2ď¸âŁ Share solution #2 that overcomes the downside of using solution #1. Again, highlight its benefits but open another loop â the shortcomings of solution #2.
Example: Using notebooks to plan your workload. Solves the disorganization concern. But because itâs physical, you canât share it or collaborate with your team with it. Â
3ď¸âŁ Share your SaaS tool as solution #3 that beats the weaknesses of solution #2 (and in doing so, thoroughly scratches the itch under discussion).
Example: Using our app â say Todoist â to organize your workload, collaborate with your team, and keep tabs on everything including work done.
As you apply the onion peel framework though, youâll earn 10 times the readersâ trust by:
Sharing your solutionâs drawbacks too â
You can do this by focusing not only on the âwhyâ and âhowâ of your SaaS solution but also the âwhen.â
Example: Todoist is best when youâre looking to coordinate with a remote team.
This way, youâll introduce your SaaS tool but also touch on whenâs the right time to use it, therefore, you wonât be pushing it in the early awareness stage.
Simple, isnât it?Â
Hit reply and tell me of the unique ways youâre introducing the SaaS tool youâre marketing in TOFU content đ
P.S. The majority of you folks upvoted masterclasses and workshops in last weekâs poll â canât tell you how stoked Iâm to invite you for the first one soon.Â
Cheers,Â
MasoomaÂ
Excellent Masooma!
Creating open loops and getting readers intrested is definitely an art.