How Copywriting can help your SaaS?

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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.

Dickie Bush shares Copywriting 101

What is Copywriting?

The Bible of Copywriting:

The Adweek Copywriting Handbook.

Back in 2007, legendary copywriter Joe Sugarman distilled his 40 years of advertising wisdom into 293 pages.

And inside he shared his 7-step process for writing effortless, high-converting copy.

Here's the breakdown:

If you've never heard of Sugarman - the dude is a legend.

His most famous ad: selling BluBlocker sunglasses - over 100,000 pairs of them from a single ad!

(Link to the book and the ad at the bottom of the thread - both absolute must-reads)

Now let's dive into his process:

Step #1: Become an expert on the product or service you are selling.

Sounds obvious - right?

But 99% of people get this first step wrong.

They learn the ins and outs of what the product does

And they go on to list these features thinking that is what the customer wants.

But realize this - you aren't selling a product!

You're selling an outcome.

Because people do not care what your product does

They care what it does for them

So understand clearly:

The problem you are solving • The benefits you are unlocking

Bad copywriting:

Here's my product • Here's what it does • Here's what's so good about it

Good copywriting:

Here's your problem • Here's the benefit of solving it • Here's why what you've tried has failed • And by the way here's a product that will help you solve it

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Alex Garcia also mentions some good and bad copywriting tips:

Bad Marketing Copy:

This is what I do

This is what it does

This is why it's cool

Good Marketing Copy:

This is what you're facing

This is how I can help you solve that

This is what differentiates me

This is why this product is right for you

This is my promise

Step #2: Know your prospect in and out.

The key to writing compelling copy:

Define your ideal customer

Write directly to them

So understand:

Their problem • Why it's a problem • What they've tried in the past • What happens if you solve it

I answer 5 questions before I write anything:

What problem am I solving? • Whose problem am I solving? • What emotion am I creating? • What action am I encouraging? • What benefit am I unlocking?

The goal is specificity.

And I call it Pinpoint Writing

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Step #3: Write your headline and first sentence.

The goal of your headline: get the reader to read the first sentence.

The goal of your first sentence: get the reader to read the second sentence.

And chances are you're not spending enough time on these two.

Because as a writer, you're competing for attention with Netflix and TikTok.

It does not matter how good your content is if no one reads it

And to get them to read it, you have to hook their attention.

So study the art of writing headlines:

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Read:

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15 SaaS Headline Examples from Experts to Drive Conversions

Step #4: Write the copy

And Sugarman's best advice - do it quickly.

Write your first draft fast and furious with no editing.

No judgment, no capitalization, no overthinking.

Rip out your backspace key and let words flow onto the page.

Get all the raw material out there.

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Read:

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113+ SaaS Copywriting Tips from Experts (2023)

Step #5: Edit the copy

When writing, you ripped out your backspace button.

When editing, put it back and rip out everything else.

Get your point across using:

Simple language • As few words as possible

Here's a quick banned words list to start:

Quick list of words to ban:

just • that • very • really • literally • actually • certainly • probably • basically

Other words to replace:

utilizes → uses • in order to → to • facilitates → helps • whether or not → whether • due to the fact that → because

Step #6: Incubate the copy

The last two steps are the most important (and most overlooked).

You need to let your words breathe - for at least 24 hours.

Bonus points for waiting even longer.

This lets you reset your perspective.

And that's what the last step is all about:

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Step #7: Take one final look at your copy

Now to do this, you need to change two things:

The medium • The reading environment

Here's what I mean:

If you wrote your original piece at your desk on your computer:

Read it one more time from your phone on the couch.

This change in perspective will shock you.

You'll catch mistakes and come up with several ideas for improvement.

(I was skeptical at first too, but try it!)

Mark Harbert shares copywriting insights

Why do you need Copywriting?

Basically everywhere you write a word. An email, a Facebook post, a Tweet, etc.

Here’s the cool part…

When you understand influence and persuasion through copywriting, it can help you in all areas of your life. It can help you persuade someone in a personal letter. It can help you get a job by creating a better resume and cover letter.

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Read:

📈

7 Copy Hooks for SaaS Customers to Drive Conversions

It can make things happen in your community or beyond if you have a cause that you want to generate action on. (fundraisers, political campaigns, letters to the neighbor who keeps letting his dog? on your nice green lawn!)

At times, understanding how to use copywriting can make you feel like a superhero because it can stir action in people that otherwise wouldn’t get stirred. Pretty cool right?

How can Copywriting help your SaaS or business?

Here are just a few of the areas where you’ll be able to use copywriting in your business online…

Social Media posts

Emails Online Ads

Facebook Messenger

Capture Pages

Sales Pages

Blog Posts (yup!)

Articles (yup!)

Wherever you write a dang word! (sorry!)

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Read:

How Copywriting can help your SaaS?

What is Copywriting?

Why do you need Copywriting?

How can Copywriting help your SaaS or business?

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