Dave sits down with Will Hoekenga, seasoned copywriter and messaging consultant for B2B SaaS brands and founder of Six Words Studio. Will shares his expertise on crafting copy for high-value web pages, like homepages and product pages, that drive conversions and speak directly to customer’s needs.
Dave and Will cover:
- The importance of clear positioning and how it can make or break the effectiveness of your web copy.
- Why collaboration between design and copywriting is critical for creating a customer-driven page structure that leads to conversions.
- How to write web copy that differentiates your brand from competitors using unique, customer-centric language, moving beyond generic industry buzzwords.
Timestamps
- (00:00) - - Intro to Will
- (05:43) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
- (09:32) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
- (14:15) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
- (19:15) - Recognizing Your Product’s Differentiation
- (23:35) - - How To Enhance Positioning and Structure with Voice and Tone
- (24:34) - - 37signals' Example and Inspiration
- (32:13) - - How to Collaborate on Design With Your Team
- (34:16) - - Why You Should Optimize Copy with Social Proof
- (39:25) - - How To Ask Customers Deep Product Questions
- (44:11) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
- (49:41) - - Content Structuring
- (51:33) - - Embracing Imperfection in Writing
- (54:13) - - Tips For Getting Inspired
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today's episode is brought to you by Knak.
Email (in my humble opinion) is the still the greatest marketing channel of all-time.
It’s the only way you can truly “own” your audience.
But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.
That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.
- Frustrated by clunky email builders? You need Knak.
- Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
- Big team making it hard to collaborate and get approvals? Definitely Knak.
And the best part? Everything takes a fraction of the time.
See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
The Exit Five CMO Podcast (Hosted by Dave Gerhardt) 