Attention: SAAS, E-Commerce, and Direct Sales Company CEOs…
BEFORE You Get Pissed At Marketing — Read This First [The CEOs 7-minute Guide To Marketing That Sells]
Want more sales?
Start thinking of your Marketing like building an army of tiny salespeople. All armed with the perfect pitch. And not afraid of the word “No”!
While all businesses struggle with words that increase sales, SaaS companies especially have no idea how much they are being held BACK by poor copywriting skills (Ads, websites, sales emails, etc.).
But when SaaS companies “get it” their sales skyrocket.
Ask Moz. They changed the copy on their homepage and went from $1.1 million revenue to $2.8 million nearly overnight.
They know sales copy works.
Which Result Would You Prefer?
Moz’s before headline: “Sign Up For PRO Today and get the search engine exposure you need”
Moz’s after headline: “When eBay, Disney and Marriott need SEO help, here’s what they do…”
The new headline creates a powerful information gap in the reader’s mind and practically forces them to read on.
Imagine walking into a store, and having your own personal sales rep. One who anticipates your every need without selling too hard. That’s what great sales copy can provide.
In this article, we’ll look at different components of copy. We’ll break down the biggest SaaS sales copywriting blunders, and show you a better way to approach your company’s messaging.
At the end of each section, there will be a space for you to put your own copy. If you follow along, you’ll have some copy at the end of the article.
Let’s dive in:
To CEOs Who Need To Improve Revenue– It’s Not Your CMO’s Fault…
There is an epidemic of Design masquerading as Marketing going around! And virtually every SaaS CEO is a carrier for this Sales-killing virus.
Don’t take our word for it— look at eight of your competitor’s websites (you know, the sites that look identical to yours!).
I know what you’re thinking: “Well, shouldn’t our website be appealing?”
Sure. But more importantly, it should meet your potential clients and customers where they’re at.
At ReengineeringRevenue.com, we call this type of marketing “we-we marketing” because it focuses on the company and not the customer.
“We-we marketing” can be insidious, because on the surface it sounds GREAT, but when you watch a customer read it, you’ll notice their nose crinkle, and their head tilts sideways in confusion.
Never good
Headlines
“We help companies imagine and deliver a digital future. HOW CAN WE HELP YOU?”
Why this doesn’t work: If you can tell me with a straight face what this means, I’ll give you all the money in my pocket right now.
When copy takes a backseat to puffy mission statements and design, the message loses impact. The message here is “By being vague we can serve anyone.”
When your message tries to serve everyone, it serves no one.
Good Example: Meet Edgar.
“Most ‘automation’ tools need you to refill them with fresh posts, all the time. Not Edgar! Edgar takes your great content and shares and reshares it automatically on your social channels.”
Why this works: This meets the intended audience exactly where they’re at. For businesses and people who need a solution to perpetually topping off their social media scheduler, Meet Edgar is an easy choice.
Checklist:
-Does your headline focus on the reader?
-Does your headline address their biggest need?
-Does your headline focus attention?
What headline could you use to grab attention for your business? ________________
(That’s right, this is a real exercise! Take 5-mins to write your sales-powering headline here)
Subheadline.
Subheads have one job: To move attention to interest. When the subhead opens an information gap, or establishes a solution to a tangible problem, it has served its purpose.
Bad Example: “Try the only Dynamic Project Management Solution designed for fast moving teams.”
Why this doesn’t work: Beware of copy that uses bland, jargon filled language. Not persuasive.
How I would fix it: “Imagine a worry-free weekend because you know your projects are exactly where they need to be.”
Great example: Basecamp.
“Ever wish work was…less work? Basecamp combines discussions, tasks, files, schedules & chat in one place, making it easy to see what needs doing, where to find things, and what’s going on.”
Why this works: The key phrase here is “…making it easy to see what needs doing, where to find things, and what’s going on.”
This is music to any project manager or COO’s ears. The copy promises to solve a real problem. This also allows the copy to pass the “Is this for me?” test.
With any SaaS website, you as the reader are actively looking to disqualify that information as quickly as possible. If you discover that the copy doesn’t apply to you, you’re gone.
Checklist:
-Does your subheadline avoid excessive jargon?
-Does your subheadline shift attention to interest?
-Does your subheadline tell the reader something unexpected to keep them engaged?
What subheadline could you use to shift attention to interest? ________________________
Body.
What can we learn from highly produced audio programs like NPR’s This American Life, or Gimlet Media’s Startup? And how does it apply to your company’s body copy?
They use something called “signposts”. Signposts refocus the listener’s attention on the message.
They’ll typically pose a refocusing question like “Should we replace dollar bills with dollar coins? We think there is one right answer…”
When we refocus attention, we increase engagement.
Bad example: We-we marketing rears its ugly head again:
Why this doesn’t work: This copy focuses far too much on the company, and not enough on what they can do for the reader.
Good example: Hubspot. “Hubspot’s sales, marketing, and CRM tools are powerful alone -but they’re even better together.”
Why this works: The phrase “-but they’re even better together” creates an information gap and refocuses attention on the copy.
Checklist:
-Does your body copy refocus attention?
-Does your body copy educate the reader?
-Does your body copy avoid “we-we marketing”?
What body copy could you use to hold and refocus attention? ________________________
The Offer.
The right offer disarms sales resistance and can boost response 2x to 40x or more. The best offers are clear and reduce risk for the customer. The worst thing a company could do at the offer stage is get cute.
Good Example: Vimeo Business:
“Join over 70M+ creators and brands and make your videos go further.”
Why this works: It is clear and makes the customer feel like they are making the same good choice that 70 million other people like them have made.
Note the under button text: “Join now for $50/month billed annually and try it risk free for 30 days.”
This text does two things at once:
- Sets accurate expectations for billing.
- Removes any last second resistance by offering a free trial.
Bad Example:
Why this doesn’t work: This offer splits focus between brainstorming or ready to start a project. Also, what happens when I call them? Expectations are not set.
A great offer is sure of what it wants.
Checklist:
-Does your offer take risk away from your reader?
-Is your offer clear?
-Does your offer set good expectations for next steps?
What offer could you use to promote action? ________________________
Is your copy barely missing the bull’s eye? You could be leaving millions on the table.
Your website may look beautiful, but if it speaks to the wrong audience, it doesn’t matter.
Here’s the scary part: You can speak to the wrong audience within the right company.
Just like missing a bull’s-eye by half an inch means you don’t get a bull’s eye, If your website isn’t reaching the eyes of the right people, you’re leaving money on the table.
Here’s a company that attracted mid-level operations managers who would rather spend their own money on a supply chain solution rather than suggest using this SaaS product as a standard operating procedure.
This slight miss in positioning is costing this company millions per year.
Don’t be like them.
At Reengineering Revenue we demand laser focused positioning so that the copy on your website reaches the right people.
We haven’t even covered how:
-Digital Direct Copywriting powers ALL of your pre-sales efforts.
Helps you get $44.25 return for every $1 dollar you spend on Email Marketing.
Lifts Salespeople to the coveted ”Trusted Advisor Status” BEFORE the first hello with your prospects.”
Is the fuel for your Advanced Marketing Automation system
And when deployed into a proven predictable sales process, drives 59% of customer loyalty to your business (compare to Branding which drives 19% of loyalty!).
This stuff matters.
Next Step:
Want a bigger company?
Easy.
Write better headlines!
In 1918, copywriter Claude Hopkins earned $385,463 for his headlines that made millions in sales for Corporate America. Advertising tycoon David Ogilvy’s direct response copywriting created $18,500,000,000 in revenue for clients. Then he promptly retired to a French Chalet.
And this is your opportunity…
…In school they called it cheating. In business it’s called brilliant.
Copy and paste these 115 headlines for the inspiration you need to write words that sell.
When you download the Headline Power-Pack, you’ll find it stocked full of the highest earning headlines from the badasses of salesmanship in print.
Sprinkle them on your paid ads, website, landing pages, emails and watch your company grow!
Don’t be a dummy, download your copy now.
At Reengineering Revenue, we want to help you grow your business.
Apply for a free 30-minute strategy session and learn how you can:
- Get unstuck in your business and grow your revenue.
- Supercharge your copy-writing so that it moves the right prospects to action.
- Get a second set of eyes on your company’s positioning and messaging.
We have 30 time slots per month, and we’d love for you to apply for a free strategy session here.