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Home » Josh Garofalo – The SaaS Copywriting Maestro: Mastering Customer Research, Crafting Category Stories, & Finding Work-Life Balance (TMMF #017)

Josh Garofalo – The SaaS Copywriting Maestro: Mastering Customer Research, Crafting Category Stories, & Finding Work-Life Balance (TMMF #017)

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“If you’re in a crowded category and you’re doing really well, there’s something special about you that some segment of the market recognizes, and we just got to get it out of them and then really lean in on it.”

— Josh Garofalo

In this episode, we dive into the world of SaaS copywriting with Josh Garofalo, a seasoned SaaS Product Marketer and Copywriter at Sway Copy. With a decade of experience helping SaaS companies craft compelling copy and stand out in crowded markets, Josh shares his journey, insights, and strategies for success.

Throughout our conversation, Josh emphasizes the importance of deep customer research and how it can be a game-changer in crafting copy that resonates with your target audience. He discusses his approach to helping clients uncover their unique differentiators and lean into them to create a strong category story.

Josh also shares his thoughts on the evolution of SaaS copywriting, from the early days of focusing on product features to the current landscape where companies need to go beyond the “why us” story and create a compelling narrative that sets them apart from competitors.

We explore the challenges of message testing in B2B and how Josh approaches this crucial aspect of copywriting. He also shares his perspective on the impact of AI on the industry, highlighting the importance of human intuition and the ability to extract insights from messy qualitative data.

Whether you’re a SaaS marketer, copywriter, or founder, this episode is packed with valuable insights and actionable advice to help you elevate your copywriting game and stand out in a crowded market.

Enjoy!

Listen to the episode on your favorite podcast platform. Watch the interview on YouTube here.

Want to learn more about how to craft a compelling story that differentiates you? Check out our episode with Brendan Hufford, going into his 3 step framework for any type of content.

What was your favorite insight or lesson from this episode? Share your thoughts in the comments below.

CONNECT WITH JOSH

SHOW NOTES

  • 02:12 Josh’s Journey into Copywriting
  • 02:27 The Early Days and Breakthroughs in Copywriting
  • 04:35 Choosing a Niche and the Rise of SaaS Copywriting
  • 05:56 Lessons Learned and Advice for New Copywriters
  • 09:59 The Importance of Niching Down in Copywriting
  • 11:22 Key Business Lessons from Years of Experience
  • 15:14 The Power of Customer Research in Copywriting
  • 20:25 Effective Strategies for Engaging with Customers
  • 25:17 Unlocking Customer Feedback: The Hidden Value of Copywriting
  • 25:46 Decoding the Category Story in SaaS Evolution
  • 27:50 Crafting a Distinct Category Story in a Crowded Market
  • 30:00 Finding Your Unique Category Story: A Strategy for Differentiation
  • 34:02 Message Testing in B2B: Challenges and Strategies
  • 37:17 Navigating AI in Copywriting: Insights and Concerns
  • 42:29 Learning and Life Lessons: From Client Work to Personal Growth

MORE QUOTES FROM THE INTERVIEW

  • “My first actual experience was actually my mom making me write a persuasive essay because I wanted a Nintendo 64 for Christmas. And that was when I first learned that I could write something and then get what I wanted because I did a good job.”
  • “If you’re a company in a crowded space and you’re really struggling and you can’t really get clients or customers, then it’s true that you might not be differentiated and you’re probably going to struggle and you’re probably going to eventually fail.”
  • “If you’re in a crowded category and you’re doing really well, there’s something special about you that some segment of the market recognizes, and we just got to get it out of them and then really lean in on it.”
  • “A category story is your chance to say this is the history of the category. These are the other options that you’re choosing, whether you name them or not is up to you. We do a lot of those things too, but we do these few things very differently.”
  • “If you’re starting a CRM or an email marketing tool in 2024, congratulations. You’re one of a hundred. Now you’ve got to figure out like how you’re different.”
  • “It’s really knowing, going through a large amount of qualitative data that’s very messy, being able to go through that and figure out the way forward that’s going to make the most sense and deliver the best results. I think that’s the one thing that’s very hard to replicate because it’s just, it’s repetitions.”
  • “By avoiding going through all of that data, I just, I don’t become the customer when it comes time to write. I have some points and that’s it.”
  • “A lot of people are focusing on AI writing like humans and trying to act like humans, but really I think what the threat is, is the way we buy things completely changes.”
  • “The clients who keep the lines of communication open very often, so they’re often going back and forth with customers, interviewing them, surveying them, just sending them an email, seeing how things are going. Those are the ones who get the most responses.”
  • “Don’t just let [customer research] be like a little project that you do for a couple of weeks a year. It should just be ongoing. Always talking to your customers. You’re always running things past them.”
  • “What happens to you when you put brain FM on and you read a spreadsheet with customer responses or transcripts for eight hours straight? It’s hell. I hate that part of the job, but what happens is you come out the other side, like a customer who is also now a copywriter for a short little while.”
  • “I’m at a point now where the high-level lessons don’t really matter to me much anymore. And it’s the very specific lessons that I’m learning from my client work, that’s where I get the most lessons.”

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