7 Copywriting tips for SaaS & tech companies

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You've got a great product, the technical team and you deliver a service nobody else can.

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You've built the foundations for a successful business.

But you want more people to know about it.

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Your messaging needs to be loud, clear, and on point. And, most of all, it has to sell.

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In this article we share our secrets with seven tips on crafting the perfect sales and marketing copy for a SaaS or tech business.

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What is copywriting? 

It's writing in the language of persuasion, typically in sales and marketing to promote products or sell services. 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.  

Effective copywriting captivates with its creativity and remains memorable for its originality. However, the hallmark of truly impactful copy lies in its practicality and ability to drive results, influencing the reader's decisions in a clear and direct manner.

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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."  

And it works. 

Effective copywriting is key to business growth. A skilled content writer can boost your company by creating copy that:

• Creates an emotional connection between your brand and customers. 
• Ranks higher on Google and other search engines.  
• Builds a brand identity. 
• Speaks directly to your target audience. 
• Generates more leads. Move more customers through your sales pipeline.
• Establishes industry leadership.

7 Copywriting tips for SaaS marketing and tech marketing 

1. Start at the end 

"Effective content marketing is about mastering the art of storytelling,"

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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 can actually be 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." 

"So what?" 

"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 '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.
• See? 

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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B2B sales and marketing experts

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We are a specialist sales enablement and content marketing agency.

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Our proven playbook and compelling sales content move prospects forward and to conversion. We blend your market intelligence with our sales expertise to create an exceptional sales toolkit your team will be proud to use, enabling connections, starting conversations, and driving conversions, helping you win customers and beat competitors. It's everything your sales reps need for success, from engaging infographics to insightful solution briefs and email and messaging templates to factsheets and call scripts, delivering a 30% boost to your sales performance. Adopt the strategies used by big tech, build buyer trust, and start smashing sales quotas today.

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Book a free discovery call with our team to learn more.

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