I see a fundamental misunderstanding about messaging in SaaS. A costly one. Most SaaS companies mistake messaging for …
And it’s none of these.
Positioning is where you stand in the market. Differentiation is why your product is unique. Copywriting is crafting persuasive narratives.
But messaging is something entirely different. It’s what turns your product reality into human understanding.
It’s not a marketing asset. It’s not sales enablement. It’s not words on page.
Messaging is how your customer-facing teams communicate with audiences at every stage.
Here’s what I mean …
1️⃣
When Marketing communicates product value, it’s messaging. They’re not ‘writing copy.’ They’re building cognitive pathways to understanding.
2️⃣
When Sales communicates product capabilities, it’s messaging. They’re not ‘pitching features.’ They’re translating software reality into prospect context.
3️⃣
When CS communicates product workflows, it’s messaging. They’re not ‘providing support.’ They’re bridging gaps between product & user expectations.
4️⃣
When CX communicates product journeys, it’s messaging. They’re not ‘managing experiences.’ They’re guiding people through moments of realization.
This is what messaging really is. It’s the system that shapes how people discover, understand & experience your product.
Most SaaS companies reduce messaging to tactics. To copywriting exercises. To marketing assets. To sales decks.
And they miss the fundamental truth … Messaging isn’t a layer on top of your product.
It’s the fabric connecting product reality to human understanding.
If you own messaging in your company, think bigger than positioning or differentiation.
Positioning and differentiation are strategic pillars. But messaging is the engine that …
Because in SaaS, product is code. But how people understand & relate that code? That’s messaging.
