7 Copywriting tips for SaaS & tech companies
You've got the technical skills. You've got a great product. Your service can do something that nobody else can.
Well done. You've built the foundations for a successful business.
But now you need to tell other people about it.
Your messaging needs to be loud, clear, and always on point. And, most of all, it has to sell.
Read on for our seven tips on how to craft the perfect copy for a SaaS or tech marketing campaign.
What is copywriting?
Copywriting is the language of persuasion. It's using words to drive people to take some kind of action, like clicking on an ad, purchasing a product, or subscribing to a service.
Clever copy is fun to read. Original copy is always memorable. But good copy is practical and results-driven; it directly impacts its reader's decisions. Advertising guru David Ogilvy said:
"When I write copy, I don't want you to tell me that you find it creative. I want you to find it so interesting and compelling that you buy the product."
Does copywriting really work?
Yes, copywriting definitely works. A website content writer who knows how to write good copy can make a massive difference to your company. With the right copy, you will:
- Create an emotional connection between your brand and customers.
- Rank higher on Google and other search engines.
- Establish a brand identity.
- Speak directly to your target audience.
- Generate more leads. Move more customers through your sales pipeline.
- Establish yourself as an industry leader.
7 Copywriting tips for SaaS marketing and tech marketing
1. Start at the end
"Effective content marketing is about mastering the art of storytelling,"
says Bryan Eisenberg, co-founder of BuyerLegends and the author of the bestselling marketing guide Call to Action.
All good stories have a beginning, a middle, and an end. When planning and writing the story of your copy, always start at the end.
It's not hard to do. Just answer these questions:
- What's the goal of your copy?
- What do I want my target audience to know?
- What do I want them to feel?
- What do you want them to do after reading your copy?
Establish your end goal, then write toward it. This is an excellent technique for cutting out fluff and filler. Your copy will sound confident and purposeful.
2. Keep it simple
Good copywriting is concise. The best sentences are short. They're also easier to read. See? How simple was that?
Never be afraid to get straight to the point. "Sometimes the best copy to sell a horse is, "horse for sale," writes direct response marketing expert Jay Abraham.
OK. You're a tech/SaaS company. So you might want to go more complex. But you get the idea. Save all the juicy tech specs and industry jargon for your whitepapers. Website copy and sales copy should always be pitched to your general audience.
Strip away all the jargon. Use everyday language that focuses on the utility of your products and services. Tell people, in as few words as possible, what you do, how you do it, and how it helps them.
3. Write that sales copy that actually sells
Fantastic offer. Amazing prices. Last minute offers. Blah blah blah... Too much sales copy doesn't focus on the selling part. And it's a shame because selling is actually quite simple.
And that's because we humans are, deep down, simple creatures. We want things that make our lives easier and things that make us feel good. Emotion and self-interest drive the vast majority of our purchasing decisions.
Customers want to feel like they're the centre of your universe, so be clear about what your company can do for them, indulge them, and tickle their egos.
Technical features don't sell. Benefits do. You can turn your features into benefits by adopting the "So what method?" It's a little conversation you can have with yourself when crafting a piece of copy. A "so what?" conversation will go something like this:
"This new app provides the best security when browsing the internet at home."
"You're less likely to get hacked or have your data stolen."
Now you have a benefit.
But, again, "so what?"
"You'll keep all your private information safe and protect the rest of your family when they're browsing online."
Now you have a benefit that stirs a natural desire, instinct or urge. And that's what sells, even in technical niches like SaaS marketing and tech marketing. Speak to your customers on an emotional level, focus on what they want, and you will convert more. Guaranteed.
4. Adopt a winning formula
There's an art to all writing. But writing, especially copywriting, is also a craft and a discipline. It has a set of rules, conventions, and formulas. Following these rules is far more productive than sitting around waiting for a flash of 'inspiration,'.
A key tool for marketers is the AIDA model. AIDA stands for Attention/Interest/Desire/Action. It's a simple, four-step model for writing copy that sells and converts. And it works like this:
Attention: Start your copy with a bang, a big opener. It could be a fun fact, a question, or a bold claim.
Interest: Stir your customer's interest. This is where you talk about your features and benefits. Feel free to get a little technical.
Desire: Now we sell. We're not talking to customers anymore. We're communicating to human beings who want and need things. Give it to them.
Action: Tell them exactly what they need to do to get what they want or need. This is that all-important call to action (CTA.)
5. Write for your audience
Speak to your target audience in their language, addressing their needs and desires. Identify and irritate their pain points (but please be gentle). Then present your service and products as the ultimate solution they've been searching for, using data and real-world examples to prove that you can back up all your impressive talk (or, in this case, copy.)
Be specific; be super specific, tailoring every piece of website, blog, or sales copy to your ideal customer. As a niche SaaS or tech company, you'll never sell to everyone. But you don't have to. Your copy shouldn't sound like something for everyone. Instead, make it read like everything for some people.
6. Make your copy look good
People form an opinion about your website in less than half a second. Nobody reads that fast. But they do make subconscious decisions about whether they want to read. Nobody, and we mean nobody, is going to stay on a site full of dense paragraphs stuffed with technical data.
Website content should be scannable. People don't even 'read' good website content; they absorb it effortlessly.
Use headings to break up your text—format essential sentences and words. Include images.
And use bullet points. People love bullet points.
Some research suggests that bullet points can increase your copy's readability factor by over 100%. Bullet points are great because:
- They're quick and easy to read.
- They look important.
- They condense complex data into digestible information nuggets.
- They look like lists. People also love lists.
- They appeal to our general tendency to categorise things.
- People always read a list of bullet points to the very end.
7. The close
The call to action (CTA) is your big closer.
Rule number one: Don't be shy. There's no room for hesitation or ambiguity when crafting a CTA that converts. Be bold. Be direct. Tell your audience what to do, how to do it, and to do it right now.
Keep it short and simple. Use active language and words like discover, explore, see, etc.
Create a sense of urgency, be interesting, and remove all possible signs of risk. For example:
"This deal ends tomorrow. Don't miss out."
"Join now and boost your productivity."
"Sign up for free. No credit card required. Cancel anytime."
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