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In B2B SaaS, jargon is everywhere. Websites are filled with buzzwords, and emails sound like they were written by a committee of robots.
\nAdd 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.
\nWant 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.
\nHow do you inject \"ruthlessly real\" into your B2B SaaS marketing?
\nHere are 3 lessons I've learned from interviewing some of the smartest SaaS leaders out there for The Message-Market Fit podcast.
\nRemember 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.
\nDitch the corporate lingo. Write like you speak.
\nNizam 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.
\nPro tip: Read your copy aloud. If it sounds weird, rewrite it.
\nYour 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.
\nVulnerability builds trust and connection.
\nMark Thomas, Senior Growth Marketer (ep #6), talked about how many founders fear failure and never end up trying to go beyond standard marketing playbooks.
\nPro 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.
\nAbstract 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.
\nJimmy 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.
\nPro 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.
\nRuthless writing doesn’t mean being negative or too casual.
\nYou CAN be human, honest, AND relatable in your sales copy. It’s how you cut through the noise and build genuine connections.
\nLoved 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).
\nIn 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.
\nFor 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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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.
\nThe days of staring at a blank page or just writing in isolation are over.
\nWriting 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.
\nI 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.
\nI had a great chat with Yuval Keshtcher, founder and CEO of UX Writing Hub. Here's what you'll learn:
\nCheck 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? 🙏
\nMJ DeMarco, Unscripted
\nOpen 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.
\nHave a great weekend!
\n\n | \n \nChris Silvestri\nFounder, Conversion Alchemy \n | \n
🙌🏻 Let’s be friends (unless you’re a stalker)
\n\n\n | 8 Elm Court, Elm Road, Winchester, Hampshire SO225BA | \n\n |
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I'm the founder and chief conversion copywriter at Conversion Alchemy. We help 7 and 8 figure SaaS and Ecommerce businesses convert more website visitors into happy customers. Conversion Alchemy Journal is the collection of my thoughts, ideas, and ramblings on anything copy, UX, conversion rate optimization, psychology, decision-making, human behavior, and -often times - just bizarre, geeky stuff. Grab a cup of coffee and join me. Once a week, every Friday.
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