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Copy is not going to save you from a crappy product. – @swaycopy from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet It's less risky to continue to listen to your customers and slowly make changes to your website than to do a whole website overhaul. - @swaycopy from @GrowthToday podcast. Get the full episode 👇 Click To Tweet The best copy is super specific and lean into what makes your product different. – @swaycopy from the @GrowthToday podcast. Get the full episode 👇 Click To TweetWhat You’ll Learn in This Episode
- Josh’s step-by-step copywriting process
- What should companies be doing before they jump in doing copy
- How can doing customer research often help with improving your website and copy
- Why being super specific is key to writing high-converting copy
- What is Josh long-term goal (hint: it’s not just copywriting)
My Takeaways from This Episode
- Be super specific with your copy. The more specific you are, the easier it is for potential customers to understand what makes you different and why your product costs the way it does. The example Josh said is that you don’t want to just say you’re an email marketing company because people will think you’re Mailchimp right away. As Josh said, lean in to what makes your product different.
- Do customer research often. Josh said that it’s much easier to make small minor improvements on your website based on customer research than it is to completely overhaul your whole website. As David Cancel, CEO at Drift, said, “Those who are closest to the customers win.”
- Before you think copy, make sure you have a great product. You can’t polish turd… well you cant but it’s still crap. Make sure that you’ve achieved product-market fit before you hire a copywriter.
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About Josh Garofalo
Josh Garofalo is a SaaS conversion copywriter and founder of Sway Copy. He’s helped companies like HubSpot, Hotjar, and AWeber get more leads and sales. Prior to Sway Copy, Josh led marketing at a VC-funded B2B SaaS startup that went through AngelPad, the #1 accelerator (Forbes, 2015).
Today, he writes copy for SaaS companies and digital agencies with SaaS clients.
Show Notes
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3:05
How did Josh go from wanting to go to Med school to become one of the most sought after SaaS conversion copywriter who’s worked with HubSpot, Hotjar, AWeber and more
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5:52
Why Josh actually doesn’t “love” copywriting and just sees it as a trojan horse
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7:20
The story in how Josh got his first two clients
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10:20
What is Josh long-term goal (hint: it’s not just copywriting)
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12:28
What should companies be doing before they jump in doing copy
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15:30
Why early-stage companies going into a competitive market usually have the worst copy
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19:12
Why being super specific is key to writing high-converting copy
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20:54
What happens when a company tells Josh all they need is copy and they don’t need a positioning problem
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22:30
Josh’s step-by-step copywriting process
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26:00
10 questions that Josh focus on to put together high-converting copy
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30:33
How does Josh prioritize all the potential growth experiments
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31:55
How can doing customer research often help with improving your website and copy
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35:52
How Josh is going to re-position his own service from just copywriting to marketing strategy
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38:32
What Josh has done when others have copied his own website
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43:52
Josh one advice to marketers
Links
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Music By The Passion HiFi www.thepassionhifi.com.