This blog post is a condensed version of a webinar – If you prefer to watch the video go here!

At Tug, we have worked with SaaS brands for the past 12 years and we know that they are passionate about their products. Sometimes, however, passion can be as much of a hindrance as a help when it comes to creating brilliant creative because the audience for your product, quite often, just doesn’t care as much about software as you do. Small business owners have enough on with their day-to-day and IT leaders at larger companies are reporting that staying on top of an increasingly complex tech landscape is more difficult than ever.

And that’s in a normal year! In a pandemic year, talking about your product won’t get cut through. What your audience wants to hear is:

1. How you will solve their immediate problems
2. How you will help grow their business

So why are we still seeing ads like this?

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