Content is king. With the right words aimed at the right audience, your SaaS business can further grow and reach an even wider audience, which ultimately benefits you. In this episode, SaaS-Story in the Making host Matt Wolach talks to Tim King, a creative copywriter and content strategist at hellotimking. Tim delves into the importance of copywriting and shares why SaaS owners should put out great content to cut through the noisy market.
Podcast: SaaS-Story in the Making
Episode: Episode No. 174, “SaaS Copyriting: Here’s Why You Should Generate Attention-Grabbing Content for Your Business Now”
Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor
Guest: Tim King, creative copywriter and content strategist at hellotimking
TOP TIPS FROM THIS EPISODE
Make the Content Easy to Digest
“Copywriting is putting the right words in the right order,” according to Tim. It’s not easy to write a compelling copy. Sometimes you just scroll past it, sometimes you stick around and read further because either the content captured your attention or it’s divided into scannable bits.
The first tip Tim shares is all about making sure the copy is scannable. His method is to keep the subheading not longer than three paragraphs. If you want to put out more content but you’re on your way to the fourth paragraph, then it’s time to cut. “Those headings work as anchor points for the person reading the content, so they can quickly skim the page.”
Use Writing Tools
Tim shares two writing tools that could take off a couple of hours or several minutes of proofreading your copy: Grammarly and Kincaid Scale. Grammarly helps give you a nice reading panel, prompting whether your copy is in a passive or active tone. Kincaid Scale, on the other hand, measures your content’s readability.
Know Your Audience
Knowing who your audience is helps you adapt your writing to target their pain points. Identify the right customer for your services. Is it a 75-year-old grandmother in a kitchen? Is it a tech entrepreneur who’s just starting up a company? Is it a CEO in a big business with three minutes of his day to actually read one article?
Ask yourself these questions: Who are you speaking to? What does your service do? Who does it serve? From there, you can adjust your tone, messaging, and approach to attract the right audience for your services.
Specialized Writing for SaaS Businesses
Is there a difference between writing content for SaaS versus for other businesses?
Tim says all businesses have an element of belief-building. With SaaS, you may only have two major competitors, but they probably have four or five other minor competitors in the same market. Technically, writing for SaaS versus writing for other businesses are the same, but with SaaS, you really need to impart a strong belief to your audiences that your product or service is the right one for them. “It’s about getting that right balance of features and benefits to try and not just sell the product, but also imparting a belief in the individual, that that’s the right one for them,” Tim added.
Using Content to Build Relationships
Great content helps businesses go well, says Tim. “It’s probably that connectivity, it’s about getting into the hearts and minds of individuals about your message.”
Over time, with great copy, you can build up a great relationship with your audience, and this is an important thing to have among SaaS business leaders. Tim adds, “it’s really about having a comfortable conversation with the person who’s looking to buy your service, or to engage with you on a level where they’re willing to have you in their lives.”
Your USP is the Key
For early-stage founders who need to get some content out, Tim shares his top piece of advice: know what your Unique Selling Proposition (USP) is. Before you do anything, write a line of code, look at what else is in the market, and see what they’re doing.
By doing so, you will be able to understand whether your service is just going to be another one in the sea of competitors or if it’s going to be a piece of software your customers might try.
Find out what makes your audience tick. Build out that piece of software. Write about how your service will get into your audience’s heads and why they need it.
[02:31] “Copywriting, I think it’s super important, even if that’s not your job, so to speak, to have that skill.”
[22:15] “Something you gotta know right away is you’ve got to understand who you’re serving, how you’re serving them, how you’re going to solve their problems. It’s so critical.”
[04:00] “It’s about taking really beautiful stories and great information and being able to craft that into a compelling piece of copy.”
[06:54] “It’s probably that connectivity, it’s about getting into the hearts and minds of individuals about your message.”
[07:35] “Grab hold of what [your audience] believes in… and have a purpose.”
To learn more about Tim King, visit: https://hellotimking.com/
You can also find Tim King on LinkedIn at: https://www.linkedin.com/in/hellotimking/
For more information about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/.