Every SaaS founder hits that wall. Your product is brilliant, but your message isn’t converting visitors into customers. I faced this exact challenge as a copywriter – it took me 10 years to make my first million but only 10 months for the second (third upcoming).

The difference wasn’t luck or market timing. It came down to 20 specific copywriting rules I developed and followed religiously. Today, I’m sharing these rules with fellow SaaS founders who know their software can transform businesses but struggle to communicate that value.

Let’s turn your complex product into compelling copy that sells.

What is SaaS Copywriting?

Launching a SaaS product in today’s market feels like shouting into a void. With organizations using an average of 112 applications, your software risks becoming another icon in their toolbar. The real challenge isn’t building great software – it’s getting people to understand its value. That’s where SaaS copywriting comes in.

What Makes SaaS Copywriting Different?

SaaS copywriting is the art of turning complex software features into compelling benefits that drive subscriptions. Unlike traditional copywriting, it focuses on continuous value delivery rather than one-time purchases. Your copy must convince your audience to start a trial and stay subscribed month after month.

Core Elements of Effective Copywriting

SaaS copywriting centers around three key areas:

#1 Value Communication
Your copy must bridge the gap between technical features and business outcomes. Instead of listing what your software does, it shows how it solves specific problems and delivers ROI.

#2 User Journey Alignment
Your messaging needs to evolve from awareness to adoption. Early-stage copy focuses on pain points and solutions, while post-purchase content emphasizes usage and success.

#3 Trust Building
With subscription-based products, buyers need confidence in your long-term viability. Your copy should showcase stability through social proof, case studies, and transparent communication.

Strategic Focus Areas

The most effective SaaS copy targets specific conversion points:

#1 Homepage Messaging

Your homepage isn’t about features—it’s about conveying your unique value proposition in seconds. It should immediately explain why someone should choose your solution over competitors.

#2 Product Pages

These pages translate technical capabilities into business benefits, showing how your software solves real problems.

#3 Pricing Communication

Beyond listing prices, your copy must justify the investment and demonstrate ongoing value to reduce churn.

#4 Onboarding Sequences

Email sequences and in-app messaging that guide new users to their first success milestone, increasing activation rates.

Impact of a Good Copy on the Growth of Your SaaS

Effective SaaS copywriting directly influences key metrics:

• Reduced churn through better expectation-setting
• Increased user activation through clearer onboarding
• Higher conversion rates from trials to paid subscriptions
• Lower customer acquisition costs through clearer messaging

Good and great SaaS copywriting often determines whether a product thrives or gets lost in the crowd. It’s not just about writing well – it’s about understanding the unique psychology of SaaS buyers and the specific challenges of selling subscription software.

How does copywriting help your SaaS?

Effective copywriting can transform your SaaS from just another tool in a sea of 112+ applications that organizations use today into their must-have solution. In today’s crowded market, where businesses are bombarded with software options, having a great product isn’t enough.

Your potential customers are overwhelmed, confused, and tired of technical jargon. The good news is that mastering copywriting can give you a competitive edge.

#1 Clear Value Communication

Copywriting helps translate complex features into tangible benefits that resonate with your target audience. Instead of listing technical specifications, good copy shows prospects how your software solves their specific problems and makes their lives easier.

#2 Conversion Optimization

Strong copy guides potential customers through your sales funnel by addressing objections before they arise. From your landing page to your email sequences, strategic copywriting keeps prospects engaged and moving toward conversion.

#3 Brand Differentiation

With the SaaS market becoming increasingly saturated, copywriting helps establish your unique voice and position. It enables you to stand out by communicating your unique value proposition in a way that connects with your ideal customers.

#4 Customer Retention

Effective copywriting isn’t just about acquisition – it’s crucial for retention too. Clear, engaging copy in your onboarding sequences, help documentation, and regular communications keep users engaged and reduce churn.

#5 Trust Building

Copywriting helps build credibility with your target audience through case studies, testimonials, and educational content. It transforms technical features into stories that demonstrate real-world impact and ROI.

#6 Market Education

Good copy educates your market about problems they might not even know they have. It positions your SaaS as the natural solution, making the buying decision logical and necessary.

#7 Sales Enablement

Strong copywriting gives your sales team clear, compelling messages they can use in their prospect conversations. It helps maintain consistency across all customer touchpoints and strengthens your overall marketing efforts.

The impact of effective copywriting extends beyond marketing materials—it influences every aspect of how customers perceive and interact with your SaaS product.

In a market where the average company uses over 100 SaaS applications, the ability to communicate your value clearly and persuasively isn’t just excellent to have – it’s essential for survival and growth.

Why do you need a copywriter for your SaaS?

Are you struggling to make your SaaS product stand out in today’s crowded marketplace?

Here’s why you need copywriting to promote your software as a service:

#1 Growth Challenges

Your current marketing isn’t converting visitors into paying customers, and you need to explain your complex product in simple terms that resonate with potential buyers.

#2 Market Competition

With organizations using an average of 112 SaaS applications in 2024, you’re fighting for attention in a saturated market. You need compelling copy that sets you apart from similar solutions.

#3 Revenue Optimization

You’re spending too much on customer acquisition and must improve your messaging across all channels – from your website to email campaigns to case studies.

#4 Customer Retention

Your onboarding process isn’t engaging enough, and you’re losing customers because your value proposition isn’t clear throughout their journey.

#5 Brand Development

You want to create a consistent, powerful brand voice that speaks directly to your target audience and helps you move upmarket to attract more prominent clients.

These challenges affect established SaaS companies and startups alike, making compelling copywriting a crucial skill for sustainable growth in the software industry.

 

 

20 copywriting rules that bring sales for your SaaS

#1 Know Your Customer Inside Out

Core Principle:
Dive deep into your target audience’s pain points, desires, and language. The more you understand them, the more effectively you can speak to their needs.

Example in Action:
Before: Our software increases productivity
After: Stop wasting 3 hours daily on manual data entry; our automation handles it while you focus on strategy.

Implementation Exercise:
Interview 5 current customers with these questions:

• What frustrated you most before using our solution?
• How do you describe our product to colleagues?
• What made you finally decide to buy?

Common Mistakes to Avoid:
Making assumptions about customer pain points without direct feedback.

Swipe File Template:

[Pain Point] + [Desired Outcome] + [Unique Solution]

Metrics to Track:

• Customer survey responses
• Support ticket themes
• Social media comments
• Exit survey data

Pro Tip:
Create a living document of actual customer phrases and words they use to describe their problems. Use these exact words in your copy.

#2 Focus on Benefits, Not Features

Core Principle:

Highlight how your SaaS solution improves lives or businesses. People buy outcomes, not product specs.

Example in Action:
Before: Our platform offers automated data synchronization across multiple devices.
After: Never lose another deal because of outdated information – your data stays current across all devices, automatically

Implementation Exercise:
List all your features in column A. In column B, write “which means…” and complete the sentence with the actual benefit to the user.

Common Mistake:
Listing technical specifications without explaining how they improve the user’s life or business.

Swipe File Template:

[Pain Point] → [Solution] → [Tangible Outcome]

Metrics to Track:

• Conversion rate differences between feature-focused vs. benefit-focused copy
• Time spent on benefit-focused pages
• Click-through rates on benefit-driven CTAs

Pro Tip:
Create a “So What?” test for every feature. Keep asking, “So what?” until you reach the core benefit that actually matters to users.

#3 Use Clear, Jargon-Free Language

Core Principle:

Write as if you’re explaining your product to a friend. Simplicity sells.

Example in Action:
Before: “Our enterprise-grade SaaS solution leverages AI-driven algorithms to optimize cross-functional workflow efficiency.”
After: “Our software helps your team get more done by automating repetitive tasks.”

Implementation Exercise:

• Explain it to a 12-year-old
• Take your most technical feature
• Test all versions with your target audience
• Record yourself explaining it to a non-tech friend
• Write three versions, each time removing one industry term

Common Mistakes to Avoid:

• Writing long, complex sentences
• Assuming readers know your industry acronyms
• Stacking multiple industry terms in one sentence
• Using technical abbreviations without explanation

Swipe File Template:

[What it is] in simple terms + [What it does] for you + [Main benefit]

Metrics to Track:

• Time spent on page
• Bounce rate on key pages
• Demo-to-signup conversion rate
• Readability score (aim for grade 6-8)
• Support tickets asking for clarification

Pro Tip:
Read your copy out loud to someone outside your industry. If they have to ask “what does that mean?” even once, simplify it further.

#4 Create a Compelling, Unique Value Proposition

Core Principle:

Craft a clear statement that sets your SaaS apart from competitors. Make it impossible to ignore.

Example in Action:
Before: “We offer project management software.”
After: “Complete projects 30% faster with the only AI-powered project manager that learns your team’s workflow.”

Implementation Exercise:
Fill in this template:
For [target customer] who [problem], [Product Name] is a [category] that [key benefit]. Unlike [competitors], we [key differentiator].

Common Mistake:
Creating a unique value proposition that could apply to any competitor in your space.

Swipe File Template:

[Category Disruptor] + [Unique Mechanism] + [Clear Outcome]

Metrics to Track:

• Bounce rates on landing pages
• Time to conversion with different UVPs
• A/B test results of different UVP variations

Pro Tip:
Test your UVP by showing it to potential customers alongside competitor statements. If they can’t tell the difference, keep iterating.

#5 Tell Stories That Resonate

Core Principle:

Use customer success stories and relatable scenarios to illustrate your SaaS’s value.

Example in Action:
Before: “Our analytics platform processes 1 million data points daily.”
After: “Like Sarah, who discovered $50,000 in hidden revenue opportunities during her first week using our analytics.”

Implementation Exercise:
Create a story bank with three columns:

• Customer challenge
• How they used your solution
• Specific outcome achieved

Common Mistake:
Telling generic success stories without specific details or relatable characters.

Swipe File Template:

[Character] faced [specific challenge]. Using [product], they [action taken] and achieved [measurable result] in [timeframe].

Metrics to Track:

• Social shares of customer stories
• Engagement time on story-based content
• Story-driven vs. feature-driven conversion rates

Pro Tip:
Keep a “story collector” document where you immediately note down customer wins and interesting use cases as they happen.

#6 Master the Art of Headlines

Core Principle:

Your headline is often your only chance to grab attention. Make it count.

Example in Action:
Before: “Email Marketing Software”
After: “Double Your Open Rates in 30 Days: The Email Marketing Tool That Actually Delivers”

Implementation Exercise:
Write 10 different headlines for your SaaS product using these formulas:

• [Number] + [Benefit] + [Timeframe]
• [Pain Point] + [Solution] + [Unique Angle]
• [Desired Outcome] + “Without” + [Common Obstacle]

Common Mistakes to Avoid:

• Making vague promises (“Improve Your Business”)
• Using jargon (“Leverage Synergistic Solutions”)
• Writing headlines longer than 70 characters
• Focusing on features instead of benefits
• Over-promising and under-delivering

Swipe File Template:

[Number] Ways to [Desired Outcome] in [Timeframe] How [Target Audience] Can [Benefit] Without [Pain Point] The [Industry] Guide to [Solving Problem] That Actually Works Stop [Pain Point]: [Solution] for [Target Audience]

Metrics to Track:

• Bounce rate
• A/B test results
• Time spent on page
• Click-through rates (CTR)
• Social media engagement
• Conversion rates from headline variations

Pro Tip:
Create a “headline bank” in a spreadsheet. Every time you see a compelling headline in your industry, add it to your swipe file. Note what makes it effective and how you could adapt it for your SaaS. Test different variations of successful headlines from your competitors, but make them your own by adding your unique value proposition.

#7 Optimize for Scanners

Core Principle:

Use subheadings, bullet points, and short paragraphs to make your copy easy to skim.

Example in Action:

Before: Our software helps businesses manage their customer relationships effectively by providing various features, including contact management, email tracking, task automation, pipeline visualization, reporting capabilities, and integration options with other business tools, the platform is designed to be user-friendly and can be customized according to your specific needs.

After:

Manage Customer Relationships Better:

• Customizable to Your Business
• Integrates with your favorite tools
• Automate repetitive tasks in one click
• Visualize your sales pipeline in real-time
• Track every customer interaction automatically

Implementation Exercise:

Take your longest product page and:

1. Break it into sections with clear subheadings
2. Convert any feature lists into bullet points
3. Keep paragraphs to 3 lines maximum
4. Add white space between sections
5. Bold key benefits or statistics

Common Mistakes to Avoid:

• Making bullet points too long
• Creating “wall of text” paragraphs
• Burying key information in the middle
• Using vague subheadings (“Overview,” “Features”)
• Overusing formatting (too many bold/italic sections)

Swipe File Template:

[Attention-Grabbing Headline]

[One-sentence hook]

What You Get:
• Benefit 1 [with specific number/result]
• Benefit 2 [with specific number/result]
• Benefit 3 [with specific number/result]

Why It Matters:
[2-line paragraph maximum]

Next Steps:
[Clear call-to-action]

Metrics to Track:

• Scroll depth
• Bounce rates
• Heat map clicks
• Average time on page
• Conversion rate by section
• The click-through rate on CTAs

Pro Tip:

Place your most important information in an “F-pattern” on the page – across the top, down the left side, and in a second horizontal line about halfway down. This matches natural eye movement patterns for web scanning.

#8 Address Objections Proactively

Core Principle:

Anticipate and tackle potential customer concerns before they become roadblocks.

Example in Action:
Before: “Start your free trial.”
After: “Start your free trial – no credit card required, cancel anytime, and keep your exported data.”

Implementation Exercise:
Survey your last 20 lost deals and create an objection matrix:

• Common objections
• Real reasons behind them
• How to address each preemptively

Common Mistake:
Hiding or glossing over potential concerns instead of addressing them openly.

Swipe File Template:

Worried about [common concern]? Here's how we handle it: [solution] + [proof point]

Metrics to Track:

• Time taken to make a decision
• Reduce the number of pre-sales questions
• Conversion rate before/after adding objection handlers

Pro Tip:
Place objection handlers next to related features or benefits; don’t bunch them all together in an FAQ.

#9 Use Social Proof Strategically

Core Principle:

Leverage testimonials, case studies, and user numbers to build trust and credibility.

Example in Action:
Before: Our software helps teams collaborate better
After: “Join 10,000+ teams like Airbnb, Netflix, and Spotify who saved 15+ hours per week using our collaboration platform. ‘We cut our meeting time in half within the first month’ – Sarah Chen, CTO at TechCorp.’

Implementation Exercise:
Collect and organize social proof in three tiers: enterprise logos for immediate credibility, specific success metrics from case studies, and emotional testimonials from satisfied users. Then, create a spreadsheet tracking where each type of social proof performs best across your marketing channels.

Common Mistakes to Avoid:
Using vague testimonials or fake numbers. Prospects can spot inauthentic social proof instantly, which destroys trust. Always use real, verifiable testimonials with full names, link to source and company details when possible.

Swipe File Template:

[Specific Number] + [Well-Known Companies] + [Concrete Result] + [Time Frame] + [Personal Quote]

Metrics to Track:

• Customer testimonial response rates
• Time spent on pages featuring customer stories
• Click-through rates on testimonials and case studies
• Social proof engagement rates across different channels
• Conversion rate differences between pages with and without social proof

Pro Tip:
Create a continuous feedback loop by automatically requesting testimonials at specific success milestones in your customer’s journey. For example, when they achieve their first goal with your product, hit a significant metric, or renew their subscription.

#10 Create a Sense of Urgency

Core Principle:

Use limited-time offers or exclusive deals to encourage quick action.

Example in Action:
Before: Sign up for our project management tool
After: “Lock in founder-tier pricing: Only 100 spots left at $29/month (Regular price $99/month starting next week)”

Implementation Exercise:
Create three different urgency angles for your SaaS: time-based (48-hour sale), quantity-based (first 50 users), and exclusive access (beta testing). Test each with a small segment of your email list and measure click-through rates.

Common Mistake to Avoid:
Creating fake urgency or scarcity that customers can see through, like countdown timers that reset or “only 3 spots left” messages that never change. This destroys trust and credibility.

Swipe File Template:

[Time/Quantity Limit] + [Specific Benefit] + [What They'll Miss]

Metrics to Track:

• Time from first visit to purchase
• Conversion rates during urgency campaigns
• Click-through rates on countdown timer emails
• Cart abandonment rates during limited-time offers
• Email open rates with urgency-based subject lines

Pro Tip:
Layer multiple types of urgency – combine a time limit with a quantity limit and an exclusive bonus. For example: “48-hour launch: First 100 users get lifetime access plus exclusive founder’s community membership.”

#11 Focus on One Call-to-Action

Core Principle:

Don’t confuse readers with multiple options. Guide them towards a single, clear next step.

Example in Action:
Before: “Download our free trial, schedule a demo, read our case studies, or join our webinar.”
After: “Start your free 14-day trial – No credit card required.”

Implementation Exercise:
Review your current landing page and list all CTAs. Then, rank them by importance to your conversion goal. Keep only the top CTA and remove or minimize others. Test this against your current version for 30 days.

Common Mistake to Avoid:
Adding secondary CTAs like “Learn More” or social media buttons near your primary action button. These seemingly harmless additions can reduce your main conversion rate by up to 37%.

Swipe File Template:

[Benefit] + [Timeframe] + [Risk Reducer]

Metrics to Track:

• Time to first click
• Button hover time
• Click-through rates
• Conversion path analysis
• Bounce rate on CTA pages

Pro Tip:
Use “attention ratio” – count the total number of clickable elements on your page and divide by one (your primary CTA). The closer this ratio is to 1:1, the better your conversion rate will typically be.

#12 Test and Iterate Constantly

Core Principle:

Use A/B testing to refine your copy. Small tweaks can lead to big conversion boosts.

Example in Action:
Original headline: “Project Management Software for Teams”
Test A: “Stop Losing Track of Deadlines – Team Project Management That Works”
Test B: “Project Management That Saves 10 Hours Per Week”

Implementation Exercise:
Take your top-performing landing page and create three variations. Change only one element at a time – headline, CTA button, or social proof placement. Run each test for two weeks with equal traffic. Document which version performs best and why you think it won.

Common Mistake to Avoid:
Testing too many elements at once, making it impossible to identify what actually drove the improvement. Also, ending tests too early before reaching statistical significance.

Swipe File Template:

[Problem Statement]+[Solution Promise]+[Specific Benefit]+[Call to Action]

Metrics to Track:

• Time on page
• Bounce rates
• Heat map data
• Conversion rates
• Button click rates
• Click-through rates
• User session recordings
• Sign-up completion rates

Pro Tip:
Create a testing calendar where you rotate between testing headlines, CTAs, and body copy. Never run more than two tests simultaneously, and always wait for at least 100 conversions before declaring a winner. Keep a detailed log of all tests, including failed ones – they often provide the most valuable insights for future iterations.

#13 Align Copy Across All Touchpoints

Core Principle:

Ensure consistency in messaging from ads to landing pages to onboarding emails.

Core Principle:
Ensure consistency in messaging from ads to landing pages to onboarding emails to maintain a cohesive brand voice and user experience throughout the customer journey.

Example in Action:
Slack’s messaging consistently focuses on “Where work happens” across platforms. Their Google ads mention “Where work happens,” their landing page headlines reinforce this message, and their onboarding emails continue the theme while explaining features through this lens.

Implementation Exercise:
Audit your current marketing materials across five touchpoints: ads, landing pages, email sequences, social media, and product interface. Create a messaging matrix documenting your key value propositions, tone, and specific phrases used. Identify inconsistencies and create a plan to align them.

Common Mistake to Avoid:
Using different value propositions or benefits across channels, creating confusion in the customer’s mind. For example, promoting “save time” in ads but focusing on “reduce costs” on the landing page.

Swipe File Template:

Primary Message: [Core Value Proposition]
Supporting Points: [3 Key Benefits]
Brand Voice: [Tone Guidelines]
Key Phrases: [Consistent Terms]
Channel Adaptations: [Platform-Specific Variations]

Metrics to Track:

• Customer feedback on brand consistency
• Conversion rates across different entry points
• Click-through rates between connected touchpoints
• Message match score between ads and landing pages
• Time spent on your landing pages from different sources

Pro Tip:
Create a single-page brand messaging document that all team members can reference. Include your core value proposition, key benefits, and approved phrases. Share this with everyone who writes copy for your SaaS, from marketing to customer support.

#14 Use Power Words

Core Principle:

Incorporate emotionally charged words that trigger action and engagement.

Example in Action:
Before: Our software helps you manage tasks.
After: Instantly slash your workload with our breakthrough task management system that eliminates chaos and skyrockets productivity.

Implementation Exercise:
Create a “power words” bank specific to your SaaS by analyzing competitor websites, customer feedback, and industry publications. Then, rewrite your top 3 performing pages using these words. Track engagement metrics before and after to measure impact.

Common Mistake to Avoid:
Overloading copy with too many power words, making it sound hyperbolic and untrustworthy. Use power words strategically – one or two per section for maximum impact.

Swipe File Template:
[Pain Point Power Word] + [Solution Power Word] + [Benefit Power Word]

Metrics to Track:
Click-through rates on CTA buttons using power words, time spent on pages with enhanced copy, conversion rates on landing pages, A/B test results comparing standard vs. power word copy, heat map analysis of sections with power words.

Pro Tip:
Create a spreadsheet of power words categorized by emotion (urgency, fear, desire, trust) and test different combinations in your email subject lines first. Email opens to provide quick feedback on which power words resonate most with your audience.

#15 Highlight Your Unique Selling Points

Core Principle:

Clearly communicate what makes your SaaS different and better than alternatives.

Example in Action:
Before: We offer project management software
After: The only project management tool built specifically for remote design teams, with real-time collaboration features that work even on slow internet connections.

Implementation Exercises:

• List 20 key features in rows
• Pick your top 3 direct competitors
• Identify gaps in competitor offerings
• Note specific metrics for each feature
• Mark unique features with highlighting
• Write unique selling points for each gap
• Validate claims with customer feedback
• Rate each feature 1-5 for each competitor
• Test copy variations for each unique feature
• Create a spreadsheet with competitors in columns

Common Mistakes to Avoid:

• Using industry jargon
• Making unverifiable claims
• Ignoring customer feedback
• Ignoring competitor strengths
• Focusing on common features
• Copying competitor messaging
• Making vague service promises
• Writing generic benefit statements
• Claiming “best in class” without proof
• Overlooking unique technical features

Swipe File Template:

We're the only [category] that [unique benefit] for [specific audience], unlike [competitor type] that [common limitation].

Metrics to Track:

• Competitor mention rate in sales calls
• Feature comparison clickthrough rates
• Time spent on USP sections of the website
• Sales win rates when USP is mentioned
• Customer survey responses about differentiation

Pro Tip:
Create a “Only We Can Say This” document. Every time you consider adding a new feature or benefit statement, run it through this filter: “Could our competitors say the same thing?” If yes, rework it until it’s truly unique to your solution.

#16 Write Compelling Meta Descriptions

Core Principle:

Optimize your search engine snippets to increase click-through rates from search results.

Example in Action:
Before: Learn about our project management software and its features.
After: Stop missing deadlines and wasting time in endless meetings. Our AI-powered project management tool helps remote teams deliver projects twice as fast.

Implementation Exercise:

• Rotate versions every 10 days over 30 days
• Track click-through rates (CTR) for each version
• Compare performance data to identify winning meta-descriptions
• Write three different meta descriptions for your top 5 performing pages
• Include the main keyword, clear benefit, and call to action in each version

Common Mistakes to Avoid:

• Writing generic descriptions
• Stuffing keywords unnaturally
• Forgetting to include keywords
• Exceeding the 155-character limit
• Missing calls-to-action in descriptions
• Making false promises or clickbait claims

Swipe File Template:
[Pain Point] + [Unique Solution] + [Specific Benefit] + [Call to Action] in 155 characters

Metrics to Track:

• Search ranking positions
• Bounce rates from search traffic
• Click-through rates from search results
• Average time on page from search visitors
• Conversion rates from organic search traffic

Pro Tip:
Study your competitors’ meta descriptions for your target keywords, but don’t copy them. Instead, identify what’s missing from their descriptions and fill that gap in yours. Use power words that trigger curiosity or urgency, but keep it authentic to your brand voice.

#17 Craft Engaging Email Subject Lines

Core Principle:

Your emails won’t convert if they’re not opened. Master the art of the subject line.

Example in Action:
Before: Monthly Newsletter Update
After: 5 Hidden Features That Saved Our Customers 10+ Hours Last Month

Implementation Exercise:

• Write five subject lines daily
• Test subject lines on team members
• Study competitors’ email subject lines in your inbox
• Create A/B test variations for your next three campaigns
• Analyze your top 10 performing subject lines to identify patterns

Common Mistakes to Avoid:
• Using spam trigger words
• Making false promises
• Writing generic subject lines
• Being too promotional or salesy
• Making subject lines too long or complex

Swipe File Template:

[Number] + [Benefit] + [Timeframe]
[Question] + [Pain Point] + [Solution]
[Social Proof] + [Result] + [Urgency]

Metrics to Track:

• A/B test results
• Spam complaint rates
• Time of day performance
• Open rates by subject line type
• Unsubscribe rates after specific subject lines
• Click-through rates for different subject line styles

Pro Tip:
Keep a “swipe file” of subject lines that allow you to open emails. Review it weekly and analyze what triggered your interest. Use these insights to craft your own subject lines, but always adapt them to your brand voice and audience expectations.

#18 Use Numbers and Data

Core Principle:

Specific figures and statistics can add credibility and impact to your copy.

Example in Action:
Before: Our platform helps teams collaborate better
After: Teams using our platform save 8.5 hours per week on meetings and reduce email volume by 62%

Implementation Exercise:

• Track your own product metrics
• Document before/after scenarios
• Create case studies with real numbers
• Transform features into quantifiable benefits
• Survey current customers for specific results

Common Mistakes to Avoid:

• Presenting data without context
• Using round numbers that look made-up
• Making claims without proper data backing
• Overwhelming readers with too many statistics
• Including irrelevant numbers just to seem credible

Swipe File Template:

[Specific Number] + [Measurable Result] + [Timeframe]

Metrics to Track:

• Time spent on pages with statistics
• Social sharing of posts with numbers
• Click-through rates on data-driven headlines
• Conversion rates with/without specific numbers
• Customer testimonials mentioning specific results

Pro Tip:
Create a “numbers bank” – a spreadsheet of all your verified statistics, customer results, and performance metrics. Update it monthly and use it as your go-to resource for credible data points in your copy.

#19 Incorporate User-Generated Content

Core Principle:

Leverage reviews, social media posts, and other user-created content in your marketing.

Example in Action:
Before: Our project management software is highly rated
After: Join 10,000+ project managers who call our software ‘a game-changer – like Sarah from Microsoft, who reported saving 12 hours weekly

Implementation Exercise:

• Set up social listening tools
• Create branded hashtags for tracking
• Launch customer success story program
• Request video testimonials from top users
• Establish guidelines for featuring customer content
• Create a feedback collection system for testimonials
• Develop a reward program for user-generated content

Common Mistakes to Avoid:

• Using fake testimonials
• Ignoring negative feedback
• Forgetting to get permission
• Focusing only on positive reviews
• Not crediting original content creators
• Using outdated customer testimonials
• Failing to verify testimonial authenticity

Swipe File Template:

[Customer Name] from [Company] "[Specific Problem] → [Solution Found] Result: [Measurable Outcome]"

Metrics to Track:

• User content submission rate
• Engagement on UGC posts
• Conversion rate from UGC
• Customer participation rate
• Content authenticity score
• Brand mention frequency
• Sentiment analysis scores

Pro Tip:
Create a dedicated customer spotlight program where you regularly feature user success stories across all marketing channels, making content creation a collaborative effort between your team and customers.

#20 Focus on Long-Term Value

Core Principle:

Emphasize the ongoing benefits of your SaaS, not just the immediate gains. Show how it grows with the customer.

Example in Action:
Before: Get started with our project management tool for $29/month
After: Scale your team’s productivity from startup to enterprise – starting at $29/month, with features that grow as you do

Implementation Exercise:

• Document customer growth milestones
• Map your customer’s 12-month journey
• Create case studies showing long-term ROI
• List features that become more valuable over time
• Develop content showing how different size companies use your product differently

Common Mistakes to Avoid:

• Making pricing the main selling point
• Focusing only on first-month benefits
• Overlooking customer evolution stages
• Failing to show growth potential in onboarding
• Ignoring enterprise-level features in early messaging

Swipe File Template:

[Current Pain Point] → [6-Month Benefit] → [12-Month Transformation]

Metrics to Track:
• Customer lifetime value (LTV)
• Feature adoption rates over time
• Account expansion revenue
• User role changes within accounts
• Feature usage patterns across company sizes

Pro Tip:
Create a “Growth Timeline” showing how customers typically expand their usage of your product at 3, 6, and 12 months. Use this to demonstrate value during sales conversations and in marketing materials.

 

 

Ready to scale revenue for your SaaS?

Great copy isn’t just about words on a page – it’s about transforming your software’s value into revenue. While these rules provide a foundation, implementing them effectively requires experience, testing, and continuous refinement.

If you’re serious about scaling your SaaS through powerful messaging, you don’t have to figure it out alone. The fastest path to growth often involves learning from those who’ve already walked the path and made the mistakes.

Let’s explore how these copywriting principles can be tailored specifically for your SaaS. Whether you’re struggling with positioning, conversion rates, or customer retention, there’s always a way to craft messages that resonate more deeply with your target audience.

Ready to turn your software’s potential into profit? Let’s connect and discuss how strategic copywriting can accelerate your growth journey. Your next big revenue breakthrough might be just a conversation away.