What are the key elements of effective software copy?

Before you write a thing, get clear on your audience. Not just who they are, where they live, and what they do for a living. Find out what challenges and frustrations they have. Discover what their ideal outcome would be. And know where they're stuck in achieving this. The surefire way to understand this is by talking to them. Especially in a B2B environment. Just listen. What's going on in their world? What are they looking to overcome? Talk to your best customers too, because your audience is probably more people like them. Why did they choose you and what value do they get from you? Never assume you know all this. Keep listening and keep learning. Then feed it all into your SaaS copy ??

Understand that your audience is real people. It doesn't matter whether they are C-level executives, your SaaS content should appeal to them. Achieve that by using clear language and a conversational tone, if possible. My other advice is to divide your audience into segments and write for each specific segment separately. Your landing pages should reflect unique pain points and desires instead of targeting one big, vague audience.

Ask "what will this software do for them". There's the first question we're really trying to answer. What's your audience's motivation to buy in? What will they get out of it? More time, better clarity on their work, less stress, more reliability, less friction in their day? The second question everybody wants to know is how hard is it to implement? Anybody who has been working any length of time knows that the learning curve exists, and fears it. How intuitive is it? How easy to figure out where needed functions are? How much trouble will it be to implement and learn? Third, how transparent is the company over all? Is the support and training there? It will be necessary.

Effective copy delivers a promise that convinces the reader that a solution for their pain is just within reach. Playing into this emotion makes the copy persuasive for the target audience.

You might want to highlight all your fancy software features wherever you can. But be careful. Your reader wants to know how you can solve their problem - in language they understand. They have a desired outcome in mind. THAT is what you should focus on first. Hang on to your features until they're weighing up alternatives further down the line. And even then, focus on the benefits of each feature by asking "So what?".

Take, for example, the password reset feature. Instead of highlighting the technicalities of this feature, focus on the positive outcomes it brings to the user. The copy could emphasize how this feature provides peace of mind by safeguarding personal information and ensuring a secure online experience. Adhering to the [Feature] + [so] + [benefit] formula, you connect the technical aspect (feature) of password reset with the emotional satisfaction and increased security (benefit) it delivers.

Plain English beats tech-speak every time. Most SaaS product customers aren't techies. They won't get your jargon. And using it confuses your message, leaving them non-the-wiser. So, understand who you're writing for and what their level of knowledge is. If you're not sure, keep it simple ?? Think about using common analogies too. They're a great way to get something complex across more clearly. By the way: simple doesn't mean basic. A common misconception I've disproved countless times.

Don't overthink a call to action. Say it well and then move on. Because a CTA doesn't persuade people to act, it reminds them to act. What people read before the CTA does the convincing.

Good software copy makes you feel like, "Hey, this is gonna make my life easier!" No need for a feature tour, just a friendly nod that says, "I got your back, making things simpler for you." People are interested in solutions of their problems only.

Software is rarely unique. This makes great copy a true competitive advantage. Software brands often look the same. Have the same art style. And everyone follows the same marketing playbook, which makes the human factor in your copy one of the few ways you really can be different. Value it. Take advantage of it.