B2B SaaS copywriting lessons I’ve learned over the years
My little living repository of all my copywriting learnings. I come here every now and then when I'm stuck in a rut or to scribble down something new I learned.
There is no right or wrong in writing is what I’ve always believed.
But there’s a yes or no to what your readers resonate with. And this is obviously industry and persona-specific.
Here’s what I’ve learned writing for B2B SaaS businesses in the last four years.
The process
Build your compass
A good writer knows you can’t just start writing - you need to lay out the foundation first. And this begins with questioning. Questioning everything.
Who is the targeted audience/reader?
What are their pain points? Their needs?
Why are they looking for a new solution? / Why did they ditch the other options available in the market?
How will they benefit from your product?
The more detailed your answers to these questions, the more conversion-driven your copy can be.
Magnify your focus on the reader’s pain
Take a second look at the list of pain points you just created.
It’s time to dig deeper.
I like to follow the Pain-Agitate-Claim-Gain formula here.
Pain
Understand the underlying reasons behind why they are looking for a new solution to their problem. Directly address this first. This is what is going to draw them to you.
Agitate
Copywriting is all about creating a captivating story that hooks your readers from the get-go.
Use emotive language that paints a vivid picture of the disappointments, hassles, and regrets caused by their problem. Stir up those emotions and make them feel the weight of their struggles.
Ask yourself these questions -
How has this problem recently manifested in your readers' lives? Tap into their latest encounter with this pesky issue and highlight the impact it had on them.
Why does this problem persist and haunt them? Dig deep and uncover the underlying reasons why they can't seem to escape this challenge.
What misconceptions do they have about the problem? Address any misguided beliefs or myths they may hold that prevent them from finding a solution.
What is the real cost of this problem? Whether it's wasted time, missed opportunities, or financial burdens, identify and emphasize the true price your readers pay for not taking action.
Now, hold up! I'm not saying you should go overboard and scare people away. That would just hurt your credibility. But here's the thing - people are already thinking about their problems. You're here to validate and poke at those pain points. By answering these questions and infusing it into your copy, you'll grab your readers' attention, making them eager to learn more and discover the solution.
Claim
Your goal is to present the painkiller you've been building up. But to truly connect and build trust, you must be realistic in your copy. Here's a process I like to follow -
If they've tried solving their problem, what mistakes did they make along the way?
If they haven't tried solving it, how do they expect to?
Why haven't they solved it, and why can't they without our solution?
How will their life/work improve once they start using our solution?
For each question, research your target market and understand their experiences and attempted solutions. This positions your unique solution, highlighting its distinctiveness from your competitors.
Here you get the opportunity to present -
Your USP
Something only your product can do
Trust-building elements (ratings, testimonials, badges, awards, etc.)
Gain
It's time to show your audience how they can win.
Here are a few things you could include -
Provide compelling data or case studies that demonstrate the financial benefits your solution can bring. Highlight the potential cost savings, increased revenue, or improved efficiency that they can achieve by using your product.
Share success stories and testimonials from satisfied customers who have already benefited from your solution. By showcasing real-world examples, you build credibility and show your audience that others have overcome similar challenges and achieved impressive results.
Create FOMO and highlight the consequences of not utilizing your product. Emphasize the missed opportunities, competitive disadvantage, or potential risks they may face by not adopting your solution.
Paint a vivid picture of a positive and transformative future that awaits them with your product. Describe how their business will thrive, experience growth, and overcome their pain points by leveraging your solution. Inspire them with a vision of success and the possibilities that lie ahead.
Other miscellaneous learnings
Benefits >>> features any day!
Here's the deal - when you're writing for your readers, you have to meet them where they're at. They have a problem, and they're on the lookout for a solution.
So, forget about bragging about what your product can do. No one really cares about how many features your product has or how extraordinary your tech is (except your competitors of course).
What your target audience actually cares about is how is it going to benefit them - make their lives better. That is going to be their drive.
And that’s exactly what your copy needs to do - make their journey and result with your product the hero of your story and not your product itself.
You want them to feel like they're having a one-on-one chat, tailoring your message to their specific needs. It's all about making them feel heard and understood.
But features need to be addressed, of course
Some people do choose what to buy based on product/service features. No denying!
Let's say someone is looking to upgrade their smartphone. They know what they need (like a specific brand or operating system) and what they want (like a high-quality camera). They just want to find a phone that meets their needs at a good price. Here it’s less about the benefits and more about the specs.
The same goes for some SaaS buyers. They already know what they need, like a better version of Canva maybe. Similar to the smartphone example, these buyers want to switch from their existing software to something better.
To do so, your copy needs to address the features they're looking for. So, keep it straightforward. However, don’t make it the hero of your story.
Numbers over fancy adjectives
Here’s a hard lesson I learned - If you can convey your message without adjectives, ditch them. Simple and straightforward copy is more effective.
Adjectives can be addictive….and destructive. You end up writing fancy….and long sentences - which will not help you with conversions ever.
Numbers add credibility and precision, making claims more convincing. Whether it be discussing cost savings, performance metrics, or customer success stories, let numbers speak for themselves. Numbers also let you convey more with less!
You need to persuade; not just inform
It's not enough to simply provide information; you need to drive action. Whether it's a webpage, an ad, or any other form of collateral, your copy should have a clear goal in mind.
Direct your writing towards that objective, guiding the reader towards taking the desired action, like booking a demo, for instance.
Copywriters don't write for word count - think holistically
Instead of fixating on word count, ask yourself important questions about your copy's purpose and direction. For instance,
Do you have a funnel in place?
What steps need to be taken to guide your audience towards the desired outcome?
And most importantly, why should they take those next steps?
Write the ‘poor’ draft - it’s okay
I've learned the hard way that waiting for the perfect moment of creativity won't help - because that can soon turn into procrastination :)
Now, before I start writing the actual copy, I write down my first thoughts, a brief from the product team, and any other relevant industry stats, etc. as bullet points. This helps me break out of writer’s block and visualize what I can create from all this information/data.
Don't worry if your first draft (of bullet points) is not perfect - that's okay. We can always go back and make improvements, fix any issues, and polish it. However, if you don’t even pen that first ‘unimaginative’ sentence down, there won't be anything to weave the story around.
So, let's get started and refine along the way.