Questions? Here are the answers to the most common questions I hear. Don’t see your question? Shoot me a message!
SaaS products fall into the problem/solution strategy of selling, so they’re similar to other B2B products and services in that regard. But they’re different in a couple of important ways. First, the reason people use software is to get something done. So the copy needs to focus on the outcomes that customers will see when using the software. Sure, you need to list and describe the features. But you can’t neglect to help prospective customers visualize what they can do with the features. Second, the demo or free trial is the big driver of bottom-of-the-funnel conversions (in contrast to a consultation for services companies or a direct purchase for e-commerce), so the copy strategy should be built around that. A good SaaS copywriter understands both of these key differentiators.
A good copywriter knows the importance of a thorough understanding of your marketing personas. Each type of prospect will have their own particular pain points, goals, aspirations, and ways of describing those things. They’ll also each have their own buyer’s journey. A good copywriter will be able to learn what they need to about your personas in order to write copy and content that will truly resonate and drive action. They’ll also have a thorough knowledge of persuasion psychology and be experienced in conversion optimization, both of which play an essential role in generating more and better leads.
The answer to this question is similar to the one above. If your website isn’t converting as many leads as you think it could, the problem could lie with the copy or with the UX. Is your website easy to navigate, with a clean layout? Is it easy for visitors to accomplish what they want to on your site? Are all the links and buttons working properly? Have you implemented UX best practices? Is the copy focused on the visitor? Does it dive deep into the prospects’ primary pain points and goals? Have you included social proof and other essentials for conversions?
Many companies I work with want to hone their brand messaging to more fully resonate with their targets and also optimize their content marketing strategy. I always recommend starting with brand strategy because what you learn in the process of creating that strategy will inform your content.
Content strategy always starts with the prospect. In order to know what type of content you need, you must first know what your prospects pain points, goals, aspirations, and interests are. You also need to know where they tend to spend time online and what formats of content they prefer — long form, short form, downloadables, video, infographics, podcasts, etc. There’s no one right answer. It all depends on your prospects / market segments.
Because you need your copy to convert prospects to customers, you need more than a copywriter who can write well. You need someone who has a deep knowledge of persuasion psychology, sales psychology, and behavioral economics. A successful copywriter also knows how to find essential information about your prospects that will help guide the copy — what pain points to focus on, what goals are most important to each type of prospect, what prospect aspire to, and how to describe those things (down to the precise terminology to use). Additionally, a successful copywriter works with an understanding of the context where buying decisions are happening, as the buyer’s journey is an important part of the foundation of copy that converts.
Landing pages that convert share certain characteristics that have become best practices. When your landing page copy and UX are optimized for conversions, you’ll have a higher conversion rate.
I love this question because I enjoy sharing things that have been valuable to me! Here’s a curated list of my favorites.
- The HubSpot blog — a goldmine of practical tips and ideas
- Content Marketing Institute — the OG of content marketing
- The Moz blog — for on-page SEO best practices
- Influence: the Psychology of Persuasion — a practical introduction to persuasion psychology
- Thinking Fast and Slow — a fantastic primer on behavioral economics
- The Challenger Sale — a highly effective sales framework that can be applied to copywriting
- The Hot Copy podcast — chock full of copywriting tips, and the hosts are hilarious
- The Grammar Girl podcast — for my fellow grammar geeks!