Writing For Digital Marketing

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

The 10 Commandments of SaaS Copywriting Most SaaS copy? - Generic. - Forgettable. - Fluffy. Here’s how I write copy that actually sells: 1. Write like a human, not like a homepage CMS Nobody talks like “synergistic cloud-first integration solutions.” Cut the buzzwords. 2. Speak to one person Not "users" or "companies." One person. One problem. One clear message. 3. Lead with pain, not product Your features don’t matter until I believe you understand my struggle. 4. Put the value first “Reduce churn by 37%” deserves to be above the fold, not buried in paragraph seven. 5. Make the CTA stupidly obvious I shouldn’t have to scroll or squint to know what to do next. 6. Use proof Back up your claims with metrics, testimonials, and case studies. No empty promises. 7. Stop the “we” worship “We’re passionate about...” is noise. Show me how you solve my problem. 8. Write for scanners People skim. Use: - Short paragraphs. - Bullet points. - Clear headlines. - People skim. 9. Test everything Great copy isn’t written once. It’s rewritten, tested, and optimised over time. 10. Prioritise clarity over cleverness If they’re confused, they won’t convert. Clear always beats clever. Copy that converts is focused, reader-obsessed, and brutally relevant. No fluff. Just results. What SaaS copy sin do you see the most?

After processing $6B+ in digital product sales, here are the 7 copywriting rules we see the top sellers follow: 1. WRITE FOR THE BUYER, NOT FOR YOURSELF Most sellers describe what their product IS. The top sellers describe what their product DOES. Nobody cares that your course has 30+ modules, but they care about having a working funnel in 30 days. Lead with the outcome instead. 2. ONE PRODUCT, ONE CLEAR PROMISE The biggest conversion killer we see across our platform is sellers trying to do too much on one page. They list: > 5 benefits > 8 bonuses > 4 guarantees > 3 different audiences the product is “perfect for” Instead, pick ONE clear promise, make it specific, and make it believable. Then build your entire page around proving that one thing is true. 3. KILL THE GENERIC LANGUAGE “High quality” means nothing. “Premium content” means nothing. “Comprehensive guide” means nothing. Sellers who convert use specific, concrete language. So instead of “high-quality templates,” write “36 plug and play email sequences that generated $2.3M for our clients last year.” Specificity is credibility. 4. MAKE THEM FEEL WHAT IT'S LIKE TO OWN IT The buyer can't touch your product. They can't flip through it or try it on, so your copy has to do that work for them. Paint a picture of what life looks like AFTER they buy. Try writing “wake up tomorrow morning, open your ads manager, and launch your first profitable campaign before lunch.” 5. PUT THE MOST IMPORTANT INFORMATION FIRST People spend less than 15 seconds on your sales page before they decide to stay or leave. Your headline and the first two lines of copy do 80% of the work. If you bury the transformation at the bottom of the page, nobody will ever see it. 6. USE YOUR CUSTOMER'S ACTUAL WORDS The best copy comes from your customers. Go read your reviews, your DMs, and your support tickets. Find the exact language people use to describe their problem and put those words on your sales page. When a buyer reads their own thoughts in your copy, they trust you instantly. 7. STOP COPYING MANUFACTURER DESCRIPTIONS If you're reselling or white-labeling a digital product and you're using the same description as everyone else, you've already lost. Search engines penalize duplicate content, and buyers can tell when copy feels generic. So write your own description in your own voice (even if it's shorter). Your perspective is what makes it different. If you're driving traffic and not converting, the problem is almost always on the page, not in the ad. Fix the words first.

The biggest mistake in sales copy? Writing about yourself instead of your customer. No one buys because of what you do—they buy because of what it does for them. If your website sounds like a resume, you're losing conversions. 📉 ➡️ Real talk: I see this mistake CONSTANTLY when auditing websites. Businesses proudly showcasing their years of experience, certifications, and "passion for helping people" while completely forgetting what their audience actually cares about - what's in it for THEM. 💭 Your potential customers are scrolling through your site with one question in mind: "How will this solve MY problem?" If they have to work to connect those dots, they're clicking away faster than you can say "established in 2012." 🏃♀️ I learned this lesson the hard way when I revamped our agency website several years ago after getting my certification in copywriting. 💡 The moment we flipped our copy from "We do X" to "You get X," our conversion rate tripled. It wasn't magic—it was psychology. Here's how to fix conversion-killing copy: ✔️ Use "you" more than "we" in every piece of content you write ✔️ Speak directly to pain points your audience is experiencing right now ✔️ Transform features into benefits that paint a picture of their improved life ✔️ Make your call-to-action about their transformation, not your service Look at these real examples I've seen (and fixed): ❌ "Our web design studio creates beautiful, responsive websites with custom coding and the latest design trends." ✅ "Your website will become your most effective salesperson, turning visitors into clients while showcasing your creative work at its absolute best." ❌ "Our financial advisory firm has over 20 years of experience managing diverse investment portfolios." ✅ "You'll finally achieve the financial freedom to travel, retire early, or send your kids to college without worrying about market volatility." ❌ "Our REIT app includes numerous property listings across multiple sectors with detailed analytics." ✅ "You'll build a diversified real estate portfolio from your phone without managing physical properties, landlord headaches, or tying up your capital." Your website isn't just words on a page—it's your 24/7/365 salesperson. If it's bragging about your credentials instead of painting a picture of your customer's transformation, you're losing THOUSANDS in potential revenue every single month. ✨ Want to find out if your copy is secretly sabotaging your sales? Comment "COPY" below for a free 10-minute video audit that will show you exactly what's working and what needs to change. ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I'm on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

The psychology behind high-converting SaaS ad copy isn't what most people think. After writing hundreds of Google Ads for SaaS companies, I've noticed the same psychological triggers work over and over again. Here's what actually drives improvements in clicks and conversions: 1. Lead with the outcome, not the feature ❌ "Advanced project management with AI-powered automation" ✅ "Ship projects 30% faster with less stress" Also, for what it's worth, basically every product has "AI-powered automation" now. That's no longer a differentiator. 2. Use specificity bias in your headlines ❌ "Save time with our CRM" ✅ "Save 2 hours per day with our CRM" Specific numbers feel more credible than vague promises. "2 hours" triggers a mental calculation that "save time" doesn't. 3. Address the status quo bias ❌ "Switch to our platform today" ✅ "Stop losing deals in Excel spreadsheets" People resist change. It's easier to motivate someone to stop a pain than to start something new. Convincing someone to switch to a new business critical software is difficult enough as it is. Call out a pain point you know your competitors can't solve. 4. Use social proof by proxy ❌ "Join thousands of customers" ✅ "Join other <industry> companies growing 40% faster" Generic social proof is noise. Specific, relatable social proof is signal. 5. Create implementation ease confidence ❌ "Powerful features for your team" ✅ "Up and running in 15 minutes, no IT required" The biggest fear in B2B SaaS isn't whether your product works—it's whether THEY can make it work. The real psychology secret: Your prospects aren't comparing your features to your competitors. They're comparing your solution to doing nothing at all. That's why addressing inaction beats promoting features every time. #SaaSMarketing #GoogleAds #PPC #CopywritingTips #DigitalMarketing

The fastest way to lose your impact, branding, and relevance is by: 𝗕𝗲𝗶𝗻𝗴 𝗮 𝗰𝗼𝗽𝘆𝗰𝗮𝘁. Because being the “same” as them means you can only compete on price. The solution? Study what your customers say. Not what your competition makes. How? 📌 Your 3 step copywriting checklist 1. Listen back to your sales calls. Use apps like read. ai or fathom to record your sales meetings. Copy and past the transcript of the call into Chat GPT-4 Ask the Ai to then scan the text for the juiciest quotes. Ones that tie back to: - Hopes - Fears - Obstacles Key phrases that express these might be: ”If only we could…” ”I’m worries that..” ”All we want is…” Then, create a “customer voice” Google doc to track everything they say. Use 1 quote as the basis for 1 idea you can turn into 20 content pieces. The more you do this, The more you start to understand what your 𝘳𝘦𝘢𝘭 content pillars actually are. 2. Look for online reviews B2C company? Try Amazon. It’s the 3 star ones that are super juicy for content. Why? Because they’re actually real. Inside them you find a true point of friction. A mirror into what’s missing in the market and how you can differentiate. B2B Company? Go to your competitors FAQ section. Here you’ll get insight into the questions your customers are asking. And add them to your customer voice doc. 3. Create a customer survey Ask the questions competitors are too scared to ask. Create a short survey that probes deep into things they’re too embarrassed to admit. The pains they have + the reason they chose you. Not “them” Better yet, Make your surveys in-person. Then it feels less like a formal interaction. And will help you build your relationships with existing customers. What you’re really looking for is the “before” and “after” states. The things they 𝗵𝗮𝗱 and 𝗳𝗲𝗹𝘁 before using your product/service ”We 𝗵𝗮𝗱 problems with production that…” ”We 𝗳𝗲𝗹t anxiety every morning because…” And the things they had and felt after: ”We 𝗵𝗮𝗱 happy customers and managers who say…” ”We 𝗳𝗲𝗹𝘁 relieved and successful to finally…” ~ Boom. Here you’ll have copy that actually stands out. Not because you tried to one up the competition. But because your work is rooted in real language your customers use. I could keep this customer-centric copy list going. But please, start here. And LMK how it goes. Annnddd…. Follow Conan Venus for daily marketing tips Helpful? ♻️ Repost to share!

Want more conversions? Answer the questions they’re too scared to ask. People don’t say their objections out loud, they carry them quietly in their heads. So when they see your offer, they’re already asking themselves: ✅ “Is this worth it?” ✅ “Will this really work for me?” ✅ “What if I hate it?” If you don’t answer those before they even ask, they walk away. MOM’s Principle: Remove the Risk, Add the Relief. Your job isn’t just to pitch. It’s to make saying yes feel safe. Here’s how: 1️⃣ Spot the Hidden Objections Ask: What might make them hesitate? Cost, time, effort, “too good to be true,” “this won’t work for me.” 2️⃣ Handle It, Head-On Build your answers right into your copy. “Is this worth it?” → “Try it risk-free for 30 days.” “Will this really work for me?” → “See how it helped a business just like yours.” “What if I hate it?” → “Full refund, no questions asked.” 3️⃣ Use a Giving CTA Don’t beg — reassure. 🔴 “Sign up now.” 🟢 “Sign up with a 30-day guarantee — you’ve got nothing to lose.” MOM’s Final Word: Before you hit “publish,” ask: “What fear am I removing? What relief am I giving?” Want more real marketing advice that actually works? Join MOM’s community for weekly principles, no-fluff tips, and examples you can steal today. Sign up here, your future self will thank you https://lnkd.in/e7eqGPPx #MarketingTips #Copywriting #Conversions #ObjectionHandling #ConsumerPsychology #MOMKnows

Stop trying to write clever copy. Start mining your reviews, support tickets, and Reddit threads for the exact phrases your customers already use. THEN build your headlines, emails, and product descriptions around those words — not yours. Here's the principle underneath this ↴ Copywriting isn't about inventing language. It's about curating it. You've gotta realize your reader's brain is constantly running a background check on everything it reads. Does this sound like me? Does this person get my problem? When the answer is yes, two things happen fast: trust goes up and friction goes down. Both of those move people toward a click, a cart, a conversion. When the answer is no — when your copy sounds like it was written by a marketing department instead of a human who understands the problem — you lose them. Doesn't matter how polished the headline is. This is why "use customer language" isn't just a style tip, but rather a conversion principle. And it governs three rules you've probably heard before: 1) clarity over cleverness, 2) specificity over vagueness, and 3) benefits over features. All three are downstream of the same idea: Copy converts when it mirrors how your reader already thinks, and not when it tries to teach them a new way to think. So, next time you sit down to write, open your VOC data before you open a blank doc. The best copy is already written — you just have to find it. 🔍 #copywriting #conversioncopywriting #dtcmarketing #emailmarketing 💡 I put together a free resource called the Copy Principles Swipe File, Vol. 1 — 11 real ads, emails, and landing pages, each annotated by the principle that makes it work. If you want to start seeing the WHY behind great copy instead of just the what, drop "SWIPE" in the comments or DM me and I'll send it your way. (P.S. If this kind of thing makes you cringe, I’m sorry. Experimenting with some new ways to grow my email list. Never know what will or won’t work, and you don't know what you don't know until you try.) — 👋 I'm Matt Snyder, Director of Copywriting at Homestead Studio and the writer behind The Copy Minimalist. I write about conversion copywriting and the principles that govern it.

“It’s just copy, right?” That’s what they said… until we messured it. At the UX Writing Hub, we’ve always believed words aren’t just decoration — they’re a functional part of the product. But belief isn’t enough. You need proof. Here’s how one UX writer turned vague assumptions into real impact: They rewrote a series of app release notes. No new features. No design overhaul. Just better microcopy. They ran A/B tests over four cycles — experimenting with clarity, structure, and tone. The results? ✅ Update completion rate jumped to 96% ✅ Support tickets dropped ✅ NPS went up And the growth team started asking for more copy experiments Want to measure the impact of UX writing? Start here: 1. Benchmark your “before” Look at open rates, conversions, drop-off, support tickets, or NPS. 2. Make intentional changes Use plain language, reduce friction, and write with purpose. Document your hypotheses. 3. Test variants Tools like Optimizely or Firebase make it easy to compare different headlines, CTA wording, and copy structures. 4. Measure the “after” What shifted? Track both product data and support/customer feedback. 5. Show your work Wrap the story in a simple before/after graphic to make the impact crystal clear. We also put together a visual to help: 👉 3 high-impact places to test your copy: ✔ Onboarding flows ✔ Product/pricing pages ✔ Error & help screens These are easy wins that often deliver surprising results. Have you ever tested copy and seen a real impact? Drop your experience below — I’d love to read your experiments.