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How to announce new features
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Hey, let's imagine I'm a copywriter at Loom, the screen recording app. Loom is releasing a new AI feature – the Filler Word Remover: Click a button, and all the 'umms' and 'uhhs' disappear from your video. My task is to announce this new feature. 1. DefaultFirst, I start with the most obvious message: SaaS companies always start their announcements with "Great news!" But what does it really mean? I asked GPT: So, I guess unless my new feature can save orcas, it's not really "great news!" The problem? "We're thrilled." My readers should be thrilled, not me. 2. Ask: So What?I use the good old “So What” technique to figure out what my readers actually care about. It goes like this: Keep asking, 'So what?' until you find an unmet need. Or even better, find a specific behavior that comes from that need. And here's my new line. Better. But to make it work, I need to demonstrate the feature, not just talk about it. 3. Show and TellAnd here's the result: You made it! 🎉Oh, and by the way, I've finished recording my new course, "Boring Products, Fun Ads." Now, I'm editing and thinking about the launch campaign. So if you know of any B2B marketing communities, newsletters, or podcasts that might want to collaborate, that would be awesome. If you have any other ideas, please let me know – I'll reply to every single email :) Talk to you soon 🙌 |
The Creative Marketer
Learn how to brainstorm brilliant ads and copy | You’ll get one practical recipe every two weeks | Free bonus: get 25 creative marketing cheatsheets when you sign up.
Read in your browser Hey! Today, instead of our usual creative techniques, I'm taking you behind the scenes of my new course. I’ll share my: 👷♂️ Process and mistakes 🧰 Tools and frameworks 💰 Expenses and revenue Let’s dive in. Leaving my job Until February, I had the perfect part-time job at a VC firm. I worked with awesome people, made good money, and still had plenty of free time to create content.The problem? I was deep in my comfort zone. Paul Graham says there are two forms of...
Hey! I wanted to convince you to take my new course, so I wrote this email using the QUEST copywriting formula. Let’s break it down: 🎯 Step 1: Qualify The course is for marketers who are into writing, storytelling, and psychology. So, I say it right away to make sure you keep reading. It’s frustrating. People get into marketing because they love writing, storytelling, and psychology. 🫂 Step 2: Understand Next, I show that I understand your pain. But then reality sets in. Another ad. Another...
Hey! Usually, fun ads don’t die because they underperform. They die because the CMO won’t even agree to test them. So I use this presentation framework to convince executives to run my weird ads: 1. Cover (1 slide) Campaign name, client logo, and date. 2. User’s Pain Point (3 slides) I like to start with: “You know, it’s just not fair.” Then, I explain what our persona is going through: Persona (Name, photo, and basic facts) Their Problem (The product should be the solution) Supporting Facts...