The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
What Sets Good Copy Apart ... It's That Simple. In this world, we can deal with two types of copy: good copy and bad copy.
While sometimes, good copy is in the eyes of the beholder, many times, bad copy simply screams bad.
But what makes a piece of copy good and a piece of copy bad?
While the prospect cannot tell, it is the copywriter's magic trick that can turn any uninteresting piece of writing into a weapon of mass selling.
It's Called Specificity
If we analyze great ads and study the work of successful copywriters, we can see that all of them used specificity in their language.
That's because specificity helps the copy stand out. Remember! Your job as a copywriter is to offer solutions to people's problems. So, the more specific the outcome you give, the better your target audience knows it's for them.
So, don't sell them
- a better outcome after using your product.
Instead, offer them
- a solution that makes the situation 40% better in fewer than seven days.
There are many examples of specificity in copywriting, and, of course, it doesn't depend on a niche: specificity remains a golden secret that any copywriter can use to make their copy stand out and, as a result, convince the reader to take the desired action.
In this regard, don't sell a car that
- saves you gas money
Instead, sell a car that
- consumes 30% less gas than your previous car.
Don't sell a piece of software that
- automates workflow
Sell instead a piece of software that
- Helps you finish your task two hours quicker.
Is there is one thing that you should be aware of in your copy is specificity: the more specific your copy, the better it sells.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
Simple copy doesn't mean your product is simple. It means your explanation is doing its job.
Let's be honest: some products are genuinely complex. Some may involve technical features, integrations, automation, data, and processes that aren't always easy to explain.
But here's the thing: your audience shouldn't need a technical background just to understand why your product is useful.
Take this example:
Technical explanation:
"Our platform uses API integrations and automated data synchronization to consolidate information across multiple business applications."
For a layperson this may sound like a big, structured nothing. One thing that I learned while bartending is that your client should only know the necessary.
Why give a technical explanation to someone looking for a solution? Always be careful to not throw too much information at the client.
Now, with that in mind, let's make it clearer:
"Connect your business tools and keep your data updated automatically, all in one place."
See the difference?
The second version is easier to understand, but it still communicates what the feature does. It doesn't remove the technical value; it makes that value easier to grasp.
That's what effective SaaS copywriting should do: translate technical features into clear, meaningful explanations without sacrificing accuracy.
It's about knowing what information matters, what your audience needs to understand, and how to communicate it without unnecessary complexity.
Clarity isn't the enemy of technical detail. It's what makes technical detail useful.
What's harder in your experience: understanding a complex product or explaining it in simple terms?
That's the point of copywriting: to make it simple. At least, this is one point of copywriting.
Sometimes, the problem isn't your keyword. It's what you did with it.
You've done your keyword research, found a relevant search term, and included it naturally throughout your article. Everything is seemingly perfect, so why isn't the content performing as expected?
Well, SEO content writing involves much more than choosing the right keyword.
Think about it:
- Weak structure: Readers struggle to find the information they're looking for.
- Shallow answers: The article mentions the topic but doesn't actually address the reader's questions.
- Poor readability: Long paragraphs, unnecessary jargon, and repetitive explanations make the content harder to follow.
- Mismatched search intent: The keyword is relevant, but the article doesn't deliver what people actually expect when they search for it.
And that's where things can go wrong.
A well-chosen keyword can bring your content into the right search conversation, but the quality, relevance, and usefulness of the article matter too.
Piece of advice? Don't just optimize an article to include a keyword. Optimize it to answer the question behind that keyword.
Because ranking for a search term is one thing. Giving people a reason to stay, read, and trust your content is another.
When an SEO article underperforms, what's the first thing you'd review: the keyword, the structure, or the content itself?
You do not need 10 different design concepts. You need the right one.
Dumping a dozen random variations on a client does not show value, it shows a lack of strategy. Endless choices only lead to decision fatigue, mixed feedback, and watered down designs.
Why depth beats volume every time:
• Clear Strategy: Strong research eliminates weak directions before design even starts.
• Focused Refinement: Spending time perfecting details, hierarchy, and messaging rather than starting over ten times.
• Faster Decisions: Zero analysis paralysis when every element is backed by commercial purpose.
• Built to Grow: One cohesive, well thought out system that scales seamlessly across every touchpoint.
Quality comes from better decisions, not more options.
