TJL #11: How to write great copy for your startup product
What Julian Shapiro can teach us about writing great copy
Hi friends,
Welcome back to Today Jan Learned (TJL) #11. In this newsletter I try to share something interesting every day so stay tuned for today’s lesson.
Good copywriting is like good design, it’s invisible. Good copy is able to convey the benefits of using a product in just a single line. Engineers often rail against and undervalue how important good copywriting is because it’s not technical.
I firmly disagree with this from an impact perspective. If your copy doesn’t immediately, instinctively, and on a primal level connect with the user. You’ve lost him/her.
Today’s lesson is on writing great copy for your startup product. I want to share with you a tactic that I found in a tweet of Julian Shapiro. Use this trick to write great copy for your startup product.
Benefit, Implication
The growth tactic is simple: First state the benefit of using your product, then state the implication of that.
Exhibit 1: Ring
Benefit: Get 24/7 protection.
Implication: Keep your family safe.
Exhibit 2: Superhuman
Benefit: Instantly zero your inbox.
Implication: Get home early.
Exhibit 3: Grubhub
Benefit: Get your favourite restaurants delivered.
Implication: Keep safe at home.
Exhibit 4: Grammarly
Benefit: Send messages without errors.
Implication: Don’t lose clients.
Recap
How to write great copy that connects with the user? Benefit, implication. That’s it. Today’s lesson is short. Just try to remember “benefit, implication” when you have to write a tagline for your new startup landing page.
Thank you so much for reading. See you next time!