Stop sounding like a robot: How to be ruthlessly real in your B2B copy
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
In B2B SaaS, jargon is everywhere. Websites are filled with buzzwords, and emails sound like they were written by a committee of robots.
Add in AI to the mix and all you get are the now classic “empowered”, “streamlined”, and “cutting-edge” BS copy you see on most websites.
Want AI to produce good writing? Feed it real customer data and research. You’ll remove buzzwords because customers don’t talk like that. They want you to be authentic, clear, and connect with the person behind the corporation.
How do you inject "ruthlessly real" into your B2B SaaS marketing?
Here are 3 lessons I've learned from interviewing some of the smartest SaaS leaders out there for The Message-Market Fit podcast.
1. Speak human, not corporate:
Remember those awkward calls where you tried to sound super professional, but ended up feeling stiff and disconnected? It’s even more likely for that to happen in your writing.
Ditch the corporate lingo. Write like you speak.
Nizam Yusuf, Director of Product Marketing (ep #12), mentioned how he dropped the “marketing” title when speaking with CFOs – they were far more receptive when he simply identified as a writer.
Pro tip: Read your copy aloud. If it sounds weird, rewrite it.
2. Acknowledge the struggle (yours and theirs):
Your customers don't want perfection. They're facing real challenges, and they want to know you understand. Share your struggles, admit when things aren't easy, and show them you know their situation is not so black and white.
Vulnerability builds trust and connection.
Mark Thomas, Senior Growth Marketer (ep #6), talked about how many founders fear failure and never end up trying to go beyond standard marketing playbooks.
Pro tip: Don't be afraid to address the elephants in the room. Highlight the common frustrations and anxieties your customers face. Share stories of your challenges and how you overcame them.
3. Show, don't tell, with customer stories:
Abstract product claims fall flat. Use real customer stories, specific examples, and vivid details to bring your messaging to life. Let your customers do the talking – their words are more convincing.
Jimmy Rose, co-founder of Content Snare (ep #3), shared how by interviewing customers, he stumbled on a common horror story that he used to build a pitch that instantly resonated with prospects on sales calls.
Pro tip: Collect customer stories showcasing the practical benefits of your product. Use quotes, testimonials, and case studies to prove your value. Be specific and descriptive to bring the customer experience to life, and use them in context to back up your claims.
Ruthless writing doesn’t mean being negative or too casual.
You CAN be human, honest, AND relatable in your sales copy. It’s how you cut through the noise and build genuine connections.
📚 3 things to get better at copywriting
Video: Ruthlessly real storytelling
Loved this podcast interview with Scott Galloway. I'm a big fan of his work and philosophy but in this one he goes deep into his writing too. The process he uses to write his speeches is especially interesting (listen to how he wrote his TED talk around the 15 min mark).
Article: Why we don't like to be "real"
In contrast to the realism of Scott Galloway, here's why most people don't really like being themselves online. A very interesting look at a failed startup that promised a little positivity and authenticity in a world of phony fakery, and a glimpse into human behavior in the digital age.
...when we’re online, our desire to be better versions of ourselves will always surpass our desire to be real.
Swipe file: When in doubt, repeat it
For this week's swipe file, an email I've received from Liquid Death. Here's how they sell their 18-can water packs. Sometimes the value is not in the actual novelty, but in how you you refresh a stale message.
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Work with me on your copy
Let's get more customers →
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✅ Don't miss it
Why talk to customers when you can simulate them?
I've been bullish on this for some time because I've seen how well it works in my client work. And I believe this is the future of copywriting.
The days of staring at a blank page or just writing in isolation are over.
Writing copy today means having a conversation with your audience and customers first to learn from them, yes, but with AI after, to expand your thinking and go past your own biases.
I wrote a piece for the guys at Every which goes in depth into my process for creating realistic AI personas and using them to do research, message testing and even writing.
Reading this piece brought me back to the side of technological optimism. The dark magic of LLMs means you can amalgamate all the text humanity has ever created and create the simulation of an individual’s desires. I recognize that this is a pie-in-the-sky idea, but it is real, and it is happening now. Chris Silvestri uses LLMs to test his B2B SaaS copy writing’s effectiveness—and if it works in the enterprise, eventually it’ll work for consumers. Read this piece for a useful guide to solve a distinct problem (customer research) and see how AI can change everything (what human consciousness even means).—Evan Armstrong
Episode 20 of The Message-Market Fit podcast is out!
I had a great chat with Yuval Keshtcher, founder and CEO of UX Writing Hub. Here's what you'll learn:
- How Yuval transitioned from graphic design to UX writing
- How to apply sales lessons to UX writing for better results
- How UX Writing Hub solves problems through training and agency work
- How to link UX writing directly to revenue and conversions
- How to balance persuasion and usability in UX writing
- How to create consistent copy across different touchpoints
- How to leverage AI for creating UX writing style guides
- What the future holds for UX writing with AI and emerging technologies
- And way way more.
Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏
🤔 Thought of the week
"In one corner, there’s an authentic you—striving for success and happiness. In the other corner is your impetuous brain—an emotional, obstinate machine that hates change and loves SCRIPTED protagonists: predictability, shortcuts, and security."
MJ DeMarco, Unscripted
Open to or averse to change. When the time comes which part of you you listen to, dictates the outcomes you get. Know you’re in control.
Have a great weekend!
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Chris Silvestri
Founder, Conversion Alchemy
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🙌🏻 Let’s be friends (unless you’re a stalker)
