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
(06:12) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
(10:01) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
(14:44) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
(19:44) - Recognizing Your Product’s Differentiation
(24:04) - - How To Enhance Positioning and Structure with Voice and Tone
(25:03) - - 37signals' Example and Inspiration
(31:31) - - How to Collaborate on Design With Your Team
(33:34) - - Why You Should Optimize Copy with Social Proof
(38:43) - - How To Ask Customers Deep Product Questions
(43:29) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
(48:59) - - Content Structuring
(50:51) - - Embracing Imperfection in Writing
(53:31) - - Tips For Getting Inspired

Send guest pitches and ideas to hi@exitfive.com
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#181: Content | B2B Copywriting 101 with Will Hoekenga, Founder of Six Words Studio

The Dave Gerhardt Show (from Exit Five)