A proficient B2B SaaS copywriter needs not only to speak to potential customers, but the right potential customers: those most in need of the software. Effective SaaS copywriting and messaging can ensure that marketing efforts are targeting the right customers and showing them how an SaaS solution can help them succeed and become heroes of their own story.
This is the first installment of a series of "Inside 10X Factory" posts that will show you some of the actionable information and instruction you can get as a 10X Factory mastermind group member.
A 10X Factory Masterclass on SaaS Copywriting & Messaging was conducted by Dayana Mayfield, an experienced B2B SaaS copywriter and subject expert in effective SaaS copywriting. Dayana applies a StoryBrand approach to copywriting, and explained how to employ and emphasized the use of outcomes-focused storytelling techniques in SaaS marketing copy.
Following Dayana's proven approach to SaaS copywriting leads to website copy and email messaging that speaks directly to potential customers. It shows that you understand their biggest problems and that your SaaS will help them overcome those problems while sidestepping issues commonly encountered in other products and services.
SaaS Copywriting & Messaging Masterclass - 10 Takeaways:
1. Send out a customer survey prior to rewriting your copy.
Reach out to your customers and find out how they've used your SaaS, what problems it's solved for them, and how it makes their jobs easier. Find out where their business was prior to implementing your SaaS, and where they are now. Discover their "Hero's Journey" and use it to help craft your brand story.
2. Create an outcomes-focused story based on the Hero's Journey.
Write copy in which your customer is the hero, and tell that hero's story - the problems they face, the journey toward solving them, and their eventual triumph over the problems using your SaaS. Dayana uses and highly recommends Donald Miller's StoryBrand Framework, which emphasizes that marketing copy can and should tell a story.
3. Balance creativity with clarity.
Copywriting is an inherently creative act, but be sure that when you're writing SaaS copy you also focus on message clarity: what problems do customers face? How does your SaaS solution solve them? Don't get caught up in copy that sounds good but ultimately says nothing.
4. Be sure to explicitly mention the big problem your SaaS solves.
This is more of an issue than you'd expect, according to Dayana. People get caught up in their own catchy-seeming marketing messages without understanding that they're really not saying anything, inadvertantly distancing their service and brand from the main problem their customers face and their SaaS solves.
5. Employ the "Feature Sandwich."
Dayana coined the phrase "Feature Sandwich," which is a simple way to understand how to build copy: don't just list features, but list a feature, then explain the positive outcome the customer gets from that feature, then follow with another feature. And so on.
SaaS Copywriting & Messaging Masterclass - Sample Customer Survey Questions:
- What made you try this SaaS product?
- What tasks can you achieve with this SaaS solution?
- What worked and didn't work with your prior solution?
- What's different with this SaaS solution?
- How has this SaaS solution impacted your long and short term goals?
6. Explain the "Big Outcome," then list the "Mini Outcomes" that follow.
The "Big Outcome" is the main issue your SaaS addresses. "Mini Outcomes" are smaller successes that follow the Big Outcome. In your SaaS copy, lead with the Big Outcome, then follow with Mini Outcomes to explain the breadth of your solution's capabilities.
7. Show customers how they'll get results without facing core objections.
When you've identified what exactly your customers need from your SaaS, show customers how they'll get it without running into core objections with services like yours. For example, if your SaaS is for CRM, explain how it solves customers' CRM problems while providing in-depth but easy to understand reporting on the success of their CRM efforts.
8. Use outcomes-focused testimonials.
Ask your best customers for testimonials and use them on your site, but ensure that they showcase your customer's Hero's Journey. Let your customer briefly explain what their issues were prior to implementing your solution, then how your solution helped them solve their big problem.
9. Categorize your SaaS's benefits by what customers achieve.
This information comes directly from your customer survey. Use the data you've collected to understand and write about customers' big wins with your solution, then follow with the next most lauded solution, and so on. Remember the Hero's Journey, and write about how your customers used your SaaS to overcome their big problems and achieve their big wins.
10. Remember to keep a site visitor's mindset while writing SaaS copy.
When writing your SaaS copy, it's easy to lose track of what it's like to be a prospective customer, to understand the problems they face and their frustration with solutions that don't do what they need. When creating SaaS copy, remember to step back and put yourself in your potential customer's shoes: what are they feeling when they visit your website? What do they need to help them solve their big problems? What do they need to hear from you that will make them decide to give your solution a chance.
SaaS Copywriting & Messaging Masterclass - Final Thoughts:
The Hero's Journey is an ancient storytelling framework, one that instantly resonates with readers. Dayana Mayfield's 10X Factory Masterclass showed how to use that framework in SaaS copywriting, to showcase your customers' Hero Journeys and illustrate how potential customers can use your solution to be the heroes in their own stories.
Dayana Mayfield's SaaS Copywriting & Messaging Masterclass provided a deep dive into how to write copy that deeply connects with potential customers and significantly grow your SaaS customer base. This Masterclass was one of a series provided to 10X Factory members.