The Startup Chat with Steli and Hiten on Smash Notes

The Startup Chat with Steli and Hiten podcast.

December 31, 2019

Unfiltered insights and actionable advice straight from the trenches of startup and business life. The show hosts, Steli Efti and Hiten Shah, are both serial entrepreneurs who have founded multi-million dollar SaaS startups. Being busy CEOs of fast-growing companies, they know the value of your time and make sure you get the most out of each 22 minute episode. Tune in for new episodes every Tuesday and Friday.

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In today’s episode of The Startup Chat, Steli and Hiten talk about copywriting and writing good copy for startups.

When it comes to marketing your startup, your copywriting is one of the most critical elements that could make or break your campaign. But what is copywriting? It consists of all the content that marketers use to try to get people to take an action after reading or hearing them.

In this episode, Steli and Hiten talk about what copywriting is, why it’s important, tips that can help you write better copy and much more.

Time Stamped Show Notes:

00:00 About today’s topic.

00:47 Why this topic was chosen.

01:46 Why copy is important.

03:10 Why the copy you write is key to pulling people in.

04:43 Tips for improving your copy.

05:29 Why you should write copy with the customer in mind.

06:00 What makes good copy.

07:37 Examples of bad copy.

08:36 Another example of bad copy.

09:29 Why you should read your copy out loud.

09:23 One tip that can help you to write better copy.

3 Key Points:

To me, copy is everything.

You should write copy that a 5-year-old can read and understand.

We are in a world were click bait, headlines still work.


Steli: Hey everybody.


Hiten: Sure.


Steli: This is Steli Efti and in today's episode of the Startup Chat we want to talk about copywriting and good copy for startups. We just recorded an episode that was published before this one about how to optimize for sales when you're a self-serviced product. We did touch a little bit on learning and mastering copy and copywriting there. I wanted to talk to you about this Hiten because I feel like copywriting has fallen from grace a little bit or maybe it's just not as cool or hot of a topic, especially in SaaS and in startups. I feel like a lot of other topics in marketing have become much more popular, but I don't see a lot of tips shared and oftentimes when I go and visit SaaS websites, I can just tell that this website, their whole focus was on beautiful design of the website, a lot of focus was ... The copy was kind of like a secondary thing. It's more the visual design and workflow of how a website or how landing pages are created that have become a lot more important, and the words themselves are not always as strong and as good as they could be. First of all I wanted to ask you if you have the same observation and then I wanted to just unpack the topic. What is even copywriting? What is good copy and how can people learn it and why it's important for your startup.


Hiten: Copy is everything and copy is everywhere. I think all marketing starts with content and copy. The same with even if you're doing video, there's content there, there's copy there that you write, the script or whatever. So I think words are everywhere. The majority of humans know how to read words. So to me, copy is everything. I would say I'm a student of copy myself and writing and communication. Copy is communication is another way to think about it. I really prescribe to the philosophy that you should write content and copy that a five year old could read and understand. That rule is like, you could say, "But my product is really advanced," or "My product sells to developers," or something. Yeah, I get it. I totally get it, but can a five year old understand it? I would still ask you that because we are in a place in the world where clickbait headlines still work which are really pithy, right? And just pull you in. We are in a world where our attention is drawn to many different places so I'm sure if we looked at the stats, the amount of seconds you have on your website to pull someone in and capture their attention is probably getting less and less or has gotten less and less over time. So because of these reasons,

Key points in this episode

In this episode

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