Sensible Weather and The Importance of the Core
Gregg Blanchard /
As marketers, it’s easy to get distracted by the new and shiny stuff. After all, a new integration or feature might finally get someone to sign on the dotted line. What’s easy to forget, however, is that the core problem you solve is what got them to the table in the first place. They’re not shopping for a feature, they’re shopping for a solution to the problem that happens to have that feature.
SaaS markets are unique in that your market is always changing. New businesses pop up, folks change roles, the old guard retires and younger faces take their place. Which means that you always have to be teaching your marketing about the core thing you do.
This is something that Sensible Weather does really well.
They’re a company that’s carving out a space in the travel/outdoors market for something they call a “weather guarantee.” Like travel insurance that reimburses you for bad weather, this core functionality is the thing they need the market to know, to understand, and to remember. So, yes, their platform is easy to use and, yes, they have a partnership with some key players (including Inntopia) and, yes, it’s beautifully designed, but the market needs all of those ideas to be connected to the core in order to make that core more attractive.
The need a tree to hang all of these shiny ornaments on.
So when I looked at their Ad Library on LinkedIn the other day, I loved how much time they’re spending on the core, how they write their copy to keep the core right up top, and how they’re educating the market about the thing that’s at the center of what they deliver to their customers.
The copy is clear and focused: a one-sentence description of the problem, to spaces to visually separate it and make it easy to glance at, then straight into the core.
Give travelers the confidence to book, no matter the forecast.
With Weather Guarantees, guests receive automatic cash reimbursements from Sensible Weather if unexpected bad weather occurs during their stay. For each guarantee sold, your hotel earns incremental revenue, with no operational lift. Elevate peace of mind.
Increase conversion. Make every stay feel protected.
Humans are a little slow, it takes a few times. Duolingo had to reminder me what “spülbecken” means 20 times before it sunk it. Sensible Weather is reminding the market what a “Weather Guarantee” is over and over again for the same reason.
And, as far as I can tell, it’s working.
It may not be sexy, but this is simple, smart, effective marketing from Sensible Weather.