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Do you find SaaS Copywriting hard?
As a product person, you might tend to focus too much on features or just struggle to explain the product as effectively as possibleâŠ
Do you also find it hard to think about what you should write?
What to include on the page and what NOTÂ to?
Sick of having your page sounding like a ârobotâ?
Or just not knowing what will work and having to go through a million iterations before you get the copy working?
If so, youâre NOTÂ alone!
I help SaaS Companies convert more visitors through better product explanation/messaging and Iâve seen where product people struggle.
Iâll take those insights to create this step-by-step SaaS Copywriting process that product people can follow (designers, marketers or founders) to write their copy without endless iterations.
Personally, I can define 80% of the first draft in around 15 mins and I can teach you to do the same! :)
Ready to get started? đȘ
Step 1: No One Cares!
No one cares about YOUR product, they only care about THEMSELVES!
Donât talk about YOUR featuresâŠ
Donât talk about YOUR benefitsâŠ
Donât talk about the problems YOU think it fixesâŠ
InsteadâŠ
Talk about THEIR problems.
Talk about THEIR benefits.
And the features THEY will love.
See the difference?
Thatâs how you can grab their attention.
Thatâs how you get people to understand the product.
And if they understand how they can get value from it, they will have a REAL reason to convert.
Iâll tell you how to find these later on in this article.
Want that tutorial NOW? Hereâs the Video version.
Step 2: Designers, Donât Design!
Donât open up your Design program before following this process.
(yet)
I know how it feels⊠I started off as a Designer!
You just want to open up Sketch (or Figma or Invision Studio or whatever that hell is trendy atm) and start designing the pageâŠ
I know! Thatâs what feels natural to you, but you need to resist it as you learn this SaaS Copywriting process.
Trust me, it will save you a bunch of time and iterations.
The problem is that if you try to design the Landing page too soon and therefore, you wonât have any guidance!
You wonât know what includeâŠ
You wonât know what NOT to includeâŠ
What should appear at the beginning, middle or the endâŠ
What the headings/titles should beâŠ
Or how the hell youâre going to replace all that âlorem ipsumââŠ
You even struggle to define the illustrations because you donât know what is their CORE purpose to begin withâŠ
Thatâs why you need a bunch of (useless) iterations! :(
It doesnât have to be that way, hereâs what you should do instead:
Define all of the content first (using the research process below) and EVERYTHING will be laid out for you!
Step 3: If You Do This, Your Copy Will Be Laid Out For You!
Want to hear something âcrazyâ?
No one on your team has to write the copy.
No need for brainstorms, vague persona lists and shared Google Docs with copyâŠ
Why?
You donât shouldnât write copy, you should get it from someone elseâŠ
You need to get that copy from your customers and potential customers.
You see, people already told you what they want to hear.
How they want you to explain your productâŠ
What they value the most in a product like yoursâŠ
And most importantly⊠What you need to convert them!
You just werenât listening, the right way at least. ;)
Everything you need to know is in your frequent questions, objections, demos (if you record them), comments or even in your competitorâs reviews!
Me analyzing amazing insights just from the testimonials! Censored for privacyâŠ
People will tell you what their problems are, what benefits they value, the features they really need and what your unique selling point could be.
All of it, itâs there!
You just need to know how to organize and prioritize them.
Take whatever sources you have (from the ones listed above) and try to answer the questions below.
Once you do, Iâll have a formula you can use to turn it a landing page here.
We Have a ProblemâŠÂ AWESOME!
The first thing you need to find is -> Whatâs their problem?
There are 2 reasons why you need to do this.
1) People buy SaaS products to fix a problem. If they donât know which problem your product fixes why should they convert?
2) By explaining the problem you are reminding them of how painful it is and making them more likely to take action to fix it (by converting).
So, think about itâŠ
Why do they need your SaaS product? Whatâs their problem?
Oh and not just any problem⊠The CORE problem.
The problem they are REALLY willing to pay for (the other ones are not nearly as effective).
It could be saving hours of their time, having more revenue, a proven process to follow etc⊠Thatâs what you need to find out.
Found that core problem?
Great! Now answer these 2 questionsâŠ
Why canât they fix it themselves?
This will give you clarity on how you need to explain the product and focus only on the things they need to understand in order to make their decision to convert.
Whatâs the cost of not fixing it?
This will help you understand what you should do to justify your pricing (especially for high ticket B2B companies).
Real Benefits, Not âNice to haveâ Benefits!
SaaS companies rarely talk about REAL benefits.
They write things like âItâs really fastâ, âItâs secureâ, âItâs mobile friendlyââŠ
Guess what? Thatâs not enough!
Those are superficial benefits⊠You need to focus on the âwhyâ behind those.
Why do your customers need it to be âfastâ, âsecureâ, mobile friendlyâ?
Thatâs what you need to focus on.
The easiest way to do this is by reversing how you explained their problems.
This way you can position the product as the âperfect solutionâ.
I went over some examples in this video.
Speak their Language, Not Yours âŠ
This is another key component of amazing SaaS copywriting.
You donât use your terms to explain the product, you use theirs!
Notice how they describe their problems and how they will describe their ideal solutionâŠ
What terms do they use?
Iâm talking about using the EXACT same words!
Thatâs how you know they will understand it because it will feel almost like them explaining it to themselves.
Pretty cool right? Thatâs one of the secrets of the best copywriters of all time⊠I might have stolen it btw ;)
Step 4: Follow a Proven (SaaS Copywriting) Formula
Overview of the SaaS Landing page I use with every project. Hereâs a full breakdown tutorial
Now that you know whatâs important for your potential customers, we will just use a formula to organize everything.
Iâve used this formula with all my client projects and with great results!
Hereâs an overview of the formula (full video breakdown here):
1) Pattern interruptâââCapture the visitorâs attention right way by reverse engineering (with this process) the perfect headline!
2) Introduce the problemâââMake people feel that they really need to fix the problem your product fixes.
3) Position your product as the perfect solution (by reversing how you explained the problem).
4) Social ProofâââDonât write ânormalâ testimonials⊠Write testimonials people can relate to (hereâs the key to make that work).
5) CTAâsâââAlways have a main CTA and an alternate one to convert people at different stages of their buyerâs journey. This alone might give you a HUGE increase in conversions over time.
I canât really explain this well in an article so I created a short video tutorial breaking down the entire formula (+ real examples).
Want a step-by-step breakdown of this formula? Hereâs a video tutorial.
Step 5: Final TweaksâŠ
Yes, you might have to adjust a couple of things as you go, but thatâs normal!
Thatâs why I consult with clients to help them maximize their results, reduce CAC even after my the redesign is done!
Donât worry, you wonât need anything major changes over time (unless your product or target changes).
You might need a better headline, adding or removing a section and small things just to get the best results as possible as you get feedback from the market.
Like I said, if you follow the right SaaS copywriting process you wonât need many iterations, you can start getting results right away!
If you would like to learn more and get a step-by-step guide on how to come up with the copy for a Landing page then this video is for you.
[Advanced] Free Video Reveals How to Write the Copy of a SaaS Landing page (step-by-step)
You can get this free step-by-step video tutorial here.
You got the overview of my SaaS copywriting processâŠ
Would you like to go EVENÂ deeper?
I created this short video tutorial breaking down what to write on each section of your page!
Breaking down the 5 step formula for the perfect SaaS Landing page, hereâs your FREEÂ video.
Pssht⊠Want Me To Do It For You?
This article only covers my SaaS Copywriting processâŠ
What if I had more proven processes to share?
I can teach you some things in an article but nothing replaces my experience with tens of other SaaS companies that had the same problems as you are probably having RIGHTÂ NOW.
What if I can help you explain the product so well that the website sells the product for you?
What if I could help you reduce the number of iterations and get you better conversions FASTER?
Having your team focusing somewhere else while I save their time and get you better results?
How much would that be worth to you?
Letâs book a free time and see whatâs your REAL problem and if I could help you achieve your revenue goals through better conversions.
Want to see if we are a good fit? You can figure that out here (in 30Â sec)
Originally published at www.cortes.design.
SaaS Copywriting: How to Work Your Way to a Message that Converts was originally published in Hacker Noon on Medium, where people are continuing the conversation by highlighting and responding to this story.
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