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Qayyum RajanQayyum (”Q”) is a serial builder with more than 5 startups to his name with 3 exits. He specializes in shipping products fast, and early with an focus on driving traffic across the marketing funnels
Table of Contents
- 1. Nail the headline
- 2. Don't sell features. Sell superpowers
- 3. Address their concerns
- 14. Make them laugh
- 15. Incentivize action
- 16. Use numbers
- 17. Rhyme
- 8. Sell outcomes instead of features
- 9. De-risk the decision
- 10. Write a killer call-to-action (CTA)
- Note Your Top Features
- Turn Features Into Advantages
- Turn Advantages Into Benefits
- Turn Benefits Into Deep Emotions
- Put It All Together
We curated the best ways to frame and strategize your SaaS copy from experts.
Note: SaaSwrites is a curated growth marketing hub and resource built to help SaaS founders grow their products. We sincerely thank all our experts for their constant value addition to this world.
Updated on: 28/02/2022
New to copywriting?
Use the AIDA framework.
Grab their (A)ttention with a questions Create (I)nterest with a bold statement Appeal to their (D)esires with a serious claim Call them to (A)ction with a CTA
Simple. Effective. Profitable.
Apple, Nike, Coca Cola.
3 legendary companies. 1 common marketing trait:
Great copywriting
1. Nail the headline
5x as many people read the headline vs the rest of the page.
Make your headline:
• Short
• Punchy
• Eye-catching
2. Don't sell features. Sell superpowers
Great copywriting isn't about what your product can do.
It's about what your product can help the reader become.
Example: Nike doesn't sell you sneakers - it sells you greatness.
3. Address their concerns
Every customer has concerns before they buy a product.
Could be price, safety, durability, or privacy.
Address these concerns directly to build trust.
Example:
Apple tackled privacy concerns head-on when launching its new iPhone.
14. Make them laugh
Some people like to think.
But everyone loves to laugh.
Humour makes your product memorable.
Don't be afraid to stand out by mixing in a little humour.
Incentivize action
Don't just get them to read.
Get them to take the next step.
Use words that drive action.
15. Incentivize action
Don't just get them to read.
Get them to take the next step.
Use words that drive action.
16. Use numbers
Be precise. Be specific.
Don't just tell them you're better.
Tell them exactly how much better you are.
17. Rhyme
Rhyme and repetition make a sentence more memorable.
It's why poetry and song lyrics sound so catchy.
Use rhyme and repetition to make your copy unforgettable.
8. Sell outcomes instead of features
Readers don't care about your product features.
They care about what problems your product will solve for them.
Instead of showing them features, show them what success looks like.
9. De-risk the decision
People are often hesitant before making a purchase.
Overcome this hesitation by using social proof:
Share success stories from other happy customers just like them.
10. Write a killer call-to-action (CTA)
Great copywriting starts with persuading the reader..
And ends with the reader taking action.
Don't just use any generic CTA.
Use a CTA that aligns with the next steps that you want the reader to take.
Mark William shares
What every marketing guru tells you:
“Sell benefits, not features”
What they don’t tell you:
- How to turn features into advantages
- How to turn advantages into benefits
- How to turn benefits into deep emotions
Note Your Top Features
These are the specifics of your offer.
Let’s pretend you’re selling a deep-tissue massager.
The features might be…
- Different speed levels
- The kind of battery it has
- Different massager heads
Turn Features Into Advantages
Next, take those boring features and ask yourself what functional outcomes they deliver.
Let’s do this with the list from above…
- Increased comfort and effectiveness
- Long battery life
- The right head for every body part
Turn Advantages Into Benefits
Though they’re better than features, advantages are still pretty boring.
So, we break them into benefits…
- Fast and painless recovery
- No frustration from constant battery charging
- Having the right tools to solve your specific problem
Turn Benefits Into Deep Emotions
Finally, we want to get down to the deepest emotions possible.
Let’s do that for our running list…
- Freedom from pain and fear
- Peace of mind during treatment
- Having confidence that you’ll feel better soon
Put It All Together
Though deep emotions sell best, we don’t want to throw everything else out.
Instead…
- Use deep emotions for primary angles
- Use benefits to find secondary angles
- Use advantages to round out your copy
- Use features to inform your customer
Written by
Qayyum Rajan
Qayyum (”Q”) is a serial builder with more than 5 startups to his name with 3 exits. He specializes in shipping products fast, and early with an focus on driving traffic across the marketing funnels
