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
  


• (06:10 ) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
  


• (09:59 ) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
  


• (14:42 ) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
  


• (19:42 ) - Recognizing Your Product’s Differentiation
  


• (24:02 ) - - How To Enhance Positioning and Structure with Voice and Tone
  


• (25:01 ) - - 37signals' Example and Inspiration
  


• (33:20 ) - - How to Collaborate on Design With Your Team
  


• (35:23 ) - - Why You Should Optimize Copy with Social Proof
  


• (40:32 ) - - How To Ask Customers Deep Product Questions
  


• (45:18 ) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
  


• (50:48 ) - - Content Structuring
  


• (52:40 ) - - Embracing Imperfection in Writing
  


• (55:20 ) - - 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

***
This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.

What those companies need is automated scheduling for qualified leads.

And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.

***

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