Why Messaging Matters (No, Really). Let’s Cut Right to the Chase.
In a world where digital noise is blaring from every device, crafting sharp, meaningful messaging isn’t just a nice-to-have, it’s the lifeblood of any serious brand. Persuading users to take action isn’t magic, it’s copywriting done right, clear, concise, and deliciously persuasive. That’s not just talk. If you as a founder or an employee can’t spell out why their solution matters, people will just keep scrolling. Forget fancy jargon and thought-leadership sound bites, the real power is in how well copy makes users feel understood and valued.
Start With the Real User, Not the Imaginary Persona in Your Head
Most copy falls flat because it’s written for everyone, and then ends up resonating with no one. Don’t write for a faceless audience. Instead, zoom in on the real person who’s about to navigate your landing page at lunch on a Tuesday, phone in one hand, burrito in the other.
Dig deeper than demographic data, find out what keeps your users up at night. Lurk (I mean, research) on Reddit, Twitter threads, and product reviews to discover how people talk about their struggles and dreams. When possible, talk to actual customers. They’ll give you gold; the language, frustrations, and tiny moments that make messaging click. What this really means is, the closer your copy mirrors your user’s reality, the more likely they are to actually read, care, and, eventually, click.
Know Your Messaging Goal (Spoiler: It’s Not Just “Sales”)
Before you start stacking sentences, get clear on what your copy should achieve. Is it signups for a beta? A download? An “aha!” moment? Every great line of copy leads users toward a single, unmistakable action, think fewer, stronger calls to action, not a buffet of “maybe this, maybe that”. Align your messaging goal with what the user actually needs at that stage. Helpful beats salesy, every time. Keep your eyes on that one goal. Everything else is just decoration.
Headline Alchemy: Grab and Hold Attention Fast
Headlines are where click dreams are born or die. If you’ve got a bland headline, even your mom won’t read further. Here’s what the pros do:
Make it specific. “Grow revenue” is vague; “Double your SaaS trial signups (without more ads)” gets the dopamine flowing.
Use numbers to add credibility. Weird numbers (“19,750 businesses trust us”) feel more believable than “over 20,000”.
Don’t shy away from emotion, users buy on feeling, then find logic to back it up.
If FOMO fits, use it; limited offers or expiring benefits make people act now, not later.
Test headlines like a scientist with a new theory. Success leaves evidence.
Master the Lead: Hook Readers in 8 Lines or Less
Readers are suspicious creatures. You have a handful of lines to convince them not to bounce. Open with a question or a story that’s instantly relatable (“Ever launched a feature nobody used? Been there.”). Get to the heart of the matter fast. When in doubt, cut your intro in half, then half again. Use mini-stories, a single user’s win, a memorable mistake, or a tweet that sparked a pivot. Bottom line, your intro isn’t about setting the scene, it’s about earning the next thirty seconds of their time.
Speak Human: Copy That’s Clear, Simple, and Just Conversational Enough
Nobody wants to unlock synergies or leverage best-in-class solutions (maybe they did at some point in their lives?) Talk like a sharp friend who also happens to know her stuff. Use short sentences. The best copy is easy to read on the first try, on a bus, in an Uber, anywhere. Keep words familiar. Ditch utilize for use. Optimize for improve. Write for skimmers. Subheadings, bullet points, and bold benefits are your layout cavalry. Read your copy out loud: if it feels awkward, rewrite until it rolls off the tongue.
Features? Yawn. Make Benefits the Main Event
Tech founders and product teams love their features, APIs, integrations, blockchain sprinkles. But nobody outside the team cares about “unparalleled architecture". Users want to know how their lives will get better, easier, or more delightful. For example:
Feature: “Advanced two-factor authentication”
Benefit: “Protects your team’s data. Even if Bob reuses his ‘password123’ again.”
Here’s a reality check, if your prospect finishes reading and can’t quickly explain what’s in it for them, the copy missed the mark.
Call to Action: Say What You Mean and Mean What You Say
“Learn more” is bland. “Start your risk-free trial” is clear. Great CTAs are specific, actionable, and brutally honest about the next step. Remove friction, make buttons and next steps so obvious nobody gets lost. Create a sense of urgency, but never fake it. Integrity builds loyalty. A well-placed, specific CTA puts all your clever messaging to work.
Social Proof: Let Others Sell for You
Users trust other users. Tap testimonials, stories, exact numbers (“237 founders just joined this week”), and recognizable brand logos to boost trust. Don’t have big numbers yet? Highlight passionate early adopters, even if they’re few. Don’t round up your numbers or fudge stories, a single authentic anecdote beats a mountain of fluff.
Psychological Triggers: Make Your Copy Stick
The art of persuasion is more science than you might think. Season your copy with psychological principles:
Open loops: tease answers (“The real reason users ignore your onboarding—more on that below”).
Urgency: real deadlines move people.
Cognitive reframing: recast issues in a new, more positive light (“You’re not overspending on support. Your team is investing in customer happiness”).
Users remember how you made them feel, occasionally confused, but mostly understood and empowered.
Never Write Like a Robot. Ever.
Copy that sounds like it was written by an algorithm is dead on arrival. Be quirky, honest, skeptical, and real. Test different copy versions. Run A/B tests on subject lines, landing page intros/outros, and even CTA buttons. Use the words your real users use. If your customers say “dashboard,” don’t call it a “data environment". Don’t waste anyone’s time with fluff, filler, or self-congratulatory monologues. Being relatable, brutally clear, and occasionally surprising works a lot better than any keyword-stuffing wizard.
Copywriting Formulas: Your Secret Weapons
Writer’s block happens to the best of us. When stuck, copywriters reach for proven frameworks:
AIDA (Attention, Interest, Desire, Action): Classic for landing pages, emails, and social posts.
PAS (Problem, Agitation, Solution): Agitate pain points then offer relief.
ISDR (Identity, Struggle, Discovery, Result): Great for telling your (or your product’s) story.
Use formulas as scaffolding, not cages. Build out, edit, and add personality. Read more about copywriting formulas here.
The Fine Art of Editing (or, Kill Your Darlings)
Editing is more important than writing. Go from 1,000 words to 700 by cutting weak lines, your best copy is usually hiding under the first draft. Focus on user benefit in every sentence. If it’s just there for flow, consider chopping it. Use tools like Hemingway or even your phone’s read aloud feature to spot clunky bits. Or ask someone unfamiliar with your product to read the copy. If they stumble, so will your prospects.
SEO That Actually Makes Sense for Copywriters
Copy should hit those Google keywords, but never at the cost of clarity or voice. Place keywords where they make sense: in headers, intros, and meta descriptions. Hide them in the closet, and Google and readers both will ignore you. Answer the actual questions your audience Googles. Use tools to spot what real people are asking. Make every piece of content skimmable, add subheadings, and keep sentences short for mobile friendliness. SEO isn’t about gaming the system, it’s about being useful at scale.
Examples, Because Theory Alone is Boring
Example 1: Onboarding Email for a Time Tracking App
Old: Welcome to TimeRecorder, the next-gen productivity solution.
Better: Time flies. We’ll help you catch it. Hit ‘Start Tracking,’ and see exactly where your hours go.
Example 2: Product Landing Page for a Developer Tool
Old: Feature-rich API with scalable infrastructure and zero downtime.
Better: Build, test, and deploy without pausing for roadblocks. Our API just works, even when the internet hiccups.
Example 3: Pricing Page CTA
Old: Request a demo.
Better: See how much time you’ll save in five minutes. Book a demo, ask anything, try it out, zero pressure.
The world of copy moves fast, platforms evolve, attention spans shrink, and the next messaging trend is always just a Slack thread away. Treat the craft as a living thing:
Keep tabs on how users actually use your messaging. Tweak, test, and question everything.
Study outside your industry for inspiration. What works for a DTC sneaker brand often beats the latest SaaS trend.
Learn to spot and ignore trends that don’t make sense for your business.
Keep your voice human, your mind skeptical, and your goals user-centered. You’ll stand out in a crowded inbox, feed, and search result.
Messaging that gets clicks comes from relentless empathy, sharp thinking, and a refusal to settle for good enough. Be the founder, or the marketer, who sees copywriting as an honest conversation, not a box to tick. So next time you sit down to write, ditch the corporate-speak, keep it conversational, and give users a reason to care. Heck, maybe even make them smile. Now, go ahead, and craft messaging that really, truly clicks.
A bit of wit, a real benefit front and center, and all the fluff mercifully missing. That’s copy worth clicking. Here's a bonus topic for you.