As the proverbial saying goes, software as a service (SaaS) product owners are frequently expected to “wear every hat”. However, the journey to becoming an entrepreneurial jack-of-all-trades is a long – as well as winding – one. Successful founders need to put together products with market-fit, find the correct pricing strategy, and become a master the art of copywriting, to name just a few.
Many SaaS entrepreneurs don’t realise that copywriting skills are crucial to their success until they make a marketing pit stop, however by then they might have driven straight past an opportunity in order to convert more customers.
Successful copywriting provides you with the means in order to increase reach, ease customer hesitations as well as truly evangelise your business. While writing great copy is a skill which takes time to build, here are a few best practices which will get you headed in the correct direction.
What Makes Saas Copywriting Unique?
The SaaS market is very unique. That means that SaaS copywriting is unique. Here are few things which make SaaS copywriting different:
- The SaaS niche is newer as compared to other niches such as online retail or lifestyle products. They don’t have years of success behind their name in order to draw from when penning sales copy. So the copywriters need to be flexible and willing attempt try new approaches.
- They frequently sell via the web portal. When you sell a service, you’re selling a continuing relationship with your customer in return for a recurring income. It is necessary for you to build trust and credibility prior to the prospect parting with their hard-earned cash (and it’ll take more than one sale).
- They are often high-ticket, enterprise sales. Most SaaS companies are at the top of their game. In addition, they’ve got big budgets. They’re the ones who can afford to spend on it. SaaS copywriters need to be able to interact with them as a partner or consultant, not just a salesman.
Survey And Interview Your Customers
We won’t beat you over the head if you don’t do this however there are several reasons why this is first on our list.
- Customers may have achieved larger, more important, more far reaching outcomes from using your product than you’re aware of.
- Customers may have a very different way of speaking about your product as well as the industry as opposed to the words you’re using.
- Customers could be getting better outcomes over some features as opposed to others – while your marketing is treating those features equally.
The list goes on.
Basically, if there is important shit in your customer’s brains, you should really get it out of there.
Speak Your Audience’s Language.
It’s very important which you meet your audience where they are. Technical jargon is not often what entices customers, unless you operate in a very scientific space. A more natural tone is often your best bet. Avoid acronyms where you possibly can (a lead who’s made to feel ignorant or inferior will be unlikely to make it to the customer stage) and cut out language which isn’t empathetic to your audience’s requirements.
Would you like to become a world-class copywriter? If you do then you should do our Copywriting Diploma. Follow this link to find out more.
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