A struggling founder, Alex, had built an amazing product. It solved real problems, was priced right, and had potential to change the game. But there was a problem—no one was buying. The website got visitors, emails went out, and ads ran, yet sales barely trickled in.
Frustrated, Alex realized the issue wasn’t the product—it was the words used to sell it.
Many startups face this challenge. Great ideas fail not because they’re bad, but because the message doesn’t connect. Copywriting isn’t just about words; it’s about persuasion, emotion, and clarity.
This guide will show how to craft copy that turns curious visitors into paying customers, making sales feel effortless rather than forced.
Table of Contents
What Makes Startup Copy Different from Big Brand Copy?
Startups don’t have the luxury of billion-dollar budgets, decades of trust, or a household name. Every word in your copy has to work harder, sell faster, and connect deeper.
Unlike big brands, which can afford vague messaging, startups need to grab attention, build trust, and drive action—immediately.
If you’re writing copy for a startup, forget the fluff. Customers won’t wait to figure out what you do. You need to be clear, compelling, and direct from the start.
Startups Sell Themselves—Big Brands Sell Their Reputation
A big brand like Apple doesn’t need to convince you why their latest iPhone is worth buying. Their reputation does the heavy lifting. But a startup? You have to sell the product, the vision, and the brand—all at once.
🔥 What this means for your copy:
- Lead with value. Customers need to know why your product matters within seconds.
- Be specific. Instead of “revolutionary AI software,” say “AI that automates your emails and saves you 10+ hours weekly.”
- Explain why you exist. People support startups because they love the story behind them. Use it to your advantage.
Big Brand Copy vs. Startup Copy Example:
| Brand Type | How They Sell | Copy Style |
| Big Brand | Leverages existing trust | Subtle, emotion-driven |
| Startup | Must build trust from scratch | Clear, direct, and persuasive |
Startups Need to Prove Themselves—Fast
No one questions Nike’s quality, but a startup selling athletic shoes? That’s a different story. People hesitate with new brands because they don’t have proof yet. Your copy has to eliminate doubt and build credibility instantly.
✅ How to make startup copy more convincing:
- Show social proof. Add testimonials, reviews, or case studies to back up claims.
- Highlight quick wins. Tell customers what they’ll gain immediately, not just long-term.
- Use simple, jargon-free language. Confusion kills conversions—keep it clear and conversational.
Example:
🚫 Bad Copy: “Our innovative software revolutionizes customer engagement using AI-powered automations.”
✅ Better Copy: “Our AI software automates customer replies, saving you hours every week—no coding needed.”
The clearer your copy, the faster customers trust you.
Startups Need More Personality—Big Brands Play It Safe
Large corporations have strict guidelines on branding, tone, and messaging. They can’t afford to take risks. Startups? You can be bold, fun, and different—and that’s an advantage.
🎯 Ways to add personality to startup copy:
- Use humor or wit (if it fits your brand).
- Write like you talk. Skip robotic language and sound human.
- Dare to be different. A strong brand voice makes you stand out.
Example:
🚀 Boring: “We offer cost-effective, scalable marketing solutions for small businesses.”
🎉 Engaging: “Get marketing that actually works—without draining your budget or your sanity.”
Copywriting for startups is about clarity, credibility, and personality. You’re not a big brand (yet), so you have to work harder to earn trust. Keep your copy direct, engaging, and value-packed—because every word counts.
Writing Product Descriptions That Sell Without Hype
Ever read a product description so exaggerated it felt like a used-car salesman wrote it? “Revolutionary! Game-changing! The only solution you’ll ever need!” Sounds exciting—until customers roll their eyes and move on.
Great product descriptions don’t rely on hype. They focus on clarity, benefits, and trust. If you’re running a startup, your copy has to convince, not confuse. Here’s how to write descriptions that sell without sounding like a late-night infomercial.
Sell Benefits, Not Just Features
People don’t buy products—they buy solutions to their problems. Features tell, benefits sell. Instead of listing technical details, show how your product makes life easier, better, or more enjoyable.
🚀 Feature vs. Benefit Example:
| Feature | Benefit |
| 10-hour battery life | Work all day without recharging |
| Water-resistant | No stress over spills or rain |
| AI-powered automation | Saves you hours by handling repetitive tasks |
✅ How to turn features into benefits:
- Ask “So what?” after each feature. What does it do for the customer?
- Use real-life scenarios. Help customers picture the product in action.
- Keep it simple. No one wants to decode complicated jargon.
Use Simple, Clear, and Honest Language
People don’t trust exaggerated claims. If you say your product is “the best in the world”, they’ll wonder who decided that. Instead, focus on truthful, relatable, and clear descriptions.
❌ Hype-filled copy:
“Our cutting-edge, state-of-the-art phone stand is the ONLY solution to all your ergonomic needs!”
✅ Honest, engaging copy:
“A sturdy phone stand that keeps your screen at eye level—so you stop straining your neck.”
🎯 Tips for writing clear product descriptions:
- Use short sentences and everyday words.
- Avoid vague phrases like “premium quality”—explain why it’s premium.
- Write like you’re talking to a friend, not a boardroom.
Make It Easy to Scan
People skim before they read. If your product description is a wall of text, they’ll scroll past it. Formatting makes a huge difference.
✅ How to make product descriptions scannable:
- Use bullet points for quick reading.
- Break text into short paragraphs (2-3 sentences max).
- Highlight key benefits in bold.
🛍 Example of a Scannable Product Description:
SmartDesk 2 – The Standing Desk for Productive Workdays
Tired of sitting all day? The SmartDesk 2 lets you switch between sitting and standing with one button press.
✔ Adjusts from 24” to 50” for perfect ergonomics
✔ Quiet motor makes height changes smooth and effortless
✔ Holds up to 250 lbs, perfect for dual monitors and more
✔ Sleek design fits any workspace
🔹 Bonus: Ships pre-assembled—set up in minutes!
See the difference? No fluff, just useful details customers care about.
Add Social Proof for Credibility
Customers trust other customers more than they trust you. A great product description isn’t just about what you say—it’s about what others say, too.
✅ Ways to add social proof:
- Include customer reviews with real experiences.
- Show before-and-after results if relevant.
- Mention how many customers have bought it (e.g., “Over 10,000 sold!”).
🗣 Example:
“I was skeptical, but this planner actually made me more organized. The daily layout is perfect, and I love the goal-setting sections!” – Emily R., Verified Buyer
Create a Sense of Urgency (Without Pressure)
Scarcity and urgency make people take action—but don’t fake it. Saying “Only 2 left!” when you have plenty in stock damages trust. Instead, highlight real reasons to buy now.
⏳ Ways to create urgency the right way:
- Offer limited-time discounts: “Save 20% until Sunday!”
- Mention fast shipping: “Order today, get it by tomorrow!”
- Highlight seasonal demand: “Selling fast this holiday season!”
🚀 Example:
“Get yours before we sell out—last year’s batch was gone in 48 hours!”
Writing product descriptions that sell without hype is about clarity, trust, and real value. Keep it simple, focus on benefits, and let the product speak for itself.
Ready to write product descriptions that turn visitors into buyers? Keep it honest, engaging, and scannable—and watch your sales grow! 🚀
Social Media Copywriting: How to Hook Readers Fast
People scroll past hundreds of posts daily. If your social media copy doesn’t grab attention in seconds, it’s game over. Startups don’t have big budgets for ads, so every word in your post needs to work hard.
Great social media copy stops the scroll, sparks curiosity, and gets engagement. Here’s how to write posts that make readers pause, click, and take action.
Start with a Hook That Stops the Scroll
Your first sentence decides whether someone reads your post or keeps scrolling. A weak opening? They’re gone. A strong hook? They stay.
🔥 Types of hooks that work:
- Bold statements: “Most startups fail because of bad copy. Yours doesn’t have to.”
- Questions: “Struggling to get more customers? Here’s why your copy might be the problem.”
- Surprising facts: “Did you know 80% of people only read headlines?”
- Relatable struggles: “Writing social media posts is hard—unless you know this simple trick.”
🚀 Example:
❌ Weak Opening: “Our startup has a new product. Check it out!”
✅ Strong Opening: “What if you could cut your workday in half with one tool? No, it’s not magic—it’s smart copywriting.”
A strong hook pulls people in—don’t waste it!
Keep It Short, Simple, and Snackable
Long paragraphs don’t work on social media. People skim, so your copy needs to be quick and easy to digest.
✅ Tips for writing scannable posts:
- Use short sentences (one-liners work great).
- Break text into small chunks.
- Add emojis to make posts visually appealing.
- Use bullet points to list benefits.
📢 Example of an engaging LinkedIn post:
Struggling to write posts that get likes and shares? Try this:
✅ Hook them with a bold statement.
✅ Make it easy to read (short sentences win).
✅ End with a question or CTA to spark engagement.
What’s your best social media copywriting tip? Drop it in the comments! 👇
Use Power Words to Trigger Emotion
Words matter. The right ones make readers excited, curious, or even FOMO-driven. Use power words that create emotional responses.
📝 Power words that boost engagement:
| Emotion | Power Words |
| Excitement | Exclusive, Unbelievable, Secret, Limited-Time |
| Curiosity | Revealed, You Won’t Believe, Hidden, Insider |
| Urgency | Now, Hurry, Ending Soon, Last Chance |
🔥 Example:
❌ Boring: “Our course teaches you marketing skills.”
✅ Engaging: “Want to master marketing? This exclusive course reveals insider secrets—but only for a limited time. Sign up now!”
Always End with a Call to Action (CTA)
If you don’t tell readers what to do next, they won’t do anything. Every post needs a clear CTA.
🎯 Examples of effective CTAs:
- Engagement CTA: “What’s your biggest copywriting struggle? Drop it in the comments!”
- Traffic CTA: “Want the full guide? Click the link in bio.”
- Sales CTA: “Only 5 spots left—book your call today!”
🚀 Example of a Twitter/X post:
“Your startup’s copy can make or break sales. Need a fix? Read this now. 🔽 [link]”
The best CTAs feel natural, not forced.
Writing social media copy that hooks readers fast is about grabbing attention, keeping it simple, and ending with action. Start strong, use power words, and make every post easy to skim.
Test different styles, track what works, and keep improving. Your next viral post could be one tweak away! 🚀
Email Sequences That Turn Leads Into Paying Customers
Ever had a lead sign up for your emails, then disappear? You’re not alone. Most people need multiple touchpoints before they buy.
A well-crafted email sequence warms up leads, builds trust, and nudges them toward a purchase—without feeling pushy.
Let’s break down how to turn cold leads into happy customers with a simple, effective email sequence.
The Perfect Email Sequence: What It Looks Like
A single email won’t do the trick. A sequence keeps your startup top of mind while providing value at every stage.
📩 The 5-Part Email Sequence That Converts:
| Email # | Purpose | What to Include |
| 1 | Welcome & Introduction | Thank them, set expectations, and tease upcoming value |
| 2 | Problem & Solution | Address their pain points, introduce your solution |
| 3 | Social Proof | Share testimonials or success stories |
| 4 | Offer & Urgency | Present your product/service, add a time-sensitive incentive |
| 5 | Last Chance | Create urgency with a final reminder |
Each email moves leads one step closer to buying. Let’s break them down further.
Email 1: The Welcome Email (First Impressions Matter)
The first email sets the tone. A boring or salesy start? They’ll unsubscribe. A warm, value-packed email? They’ll stick around.
✅ What to include in a welcome email:
- A friendly greeting: Make it personal.
- Why they should stay subscribed: Tease upcoming value.
- A quick action: Invite them to reply, join a group, or check a resource.
🔥 Example:
Subject: Welcome! Here’s What’s Coming Your Way 🎉
Hey [Name],
Glad to have you here! You’ve just unlocked expert tips on [your topic]—straight to your inbox.
What’s next? Keep an eye out for an email tomorrow that reveals [tease upcoming content].
In the meantime, reply and tell me your biggest struggle with [problem your product solves]. I’d love to help!
Talk soon,
[Your Name]
Email 2: The Problem & Solution Email (Make It Relatable)
This email shows you understand their struggle and positions your product as the answer.
🚀 Structure for an engaging email:
- Start with a pain point they relate to.
- Share a personal story or example.
- Introduce your solution (but don’t hard-sell).
- End with a tease for the next email.
🔥 Example Hook:
“Ever spent hours trying to write the perfect ad—and still got zero sales? You’re not alone!”
Email 3: Social Proof (Build Trust)
People trust other people more than brands. This email proves your product works with success stories, testimonials, or data.
✅ Ways to add social proof:
- Share a customer success story.
- Include a before-and-after result.
- Use numbers: “Over 5,000 people have already used this!”
🔥 Example Hook:
“Meet Sarah. She struggled to get clients for months—until she made one small tweak to her copy. Here’s what happened next…”
Email 4: The Offer (Make It Irresistible)
Now it’s time to present your product/service as the perfect solution.
🎯 Key elements of a high-converting offer email:
- A clear description of what they get.
- A limited-time incentive (discount, bonus, free trial).
- A strong call-to-action (CTA).
🔥 Example CTA:
“Claim your spot before Friday—this deal disappears soon!”
Email 5: The Final Nudge (Create Urgency Without Being Pushy)
Some leads need an extra push. The last email reminds them why now is the best time to take action.
✅ How to create urgency the right way:
- Use real deadlines (limited spots, expiring discounts).
- Reiterate key benefits.
- Make it easy to act (one-click CTA).
🔥 Example Hook:
“Last chance! This exclusive deal ends in 24 hours—don’t miss out!”
A strategic email sequence turns leads into buyers by building trust, delivering value, and guiding them step by step. Keep your emails friendly, engaging, and customer-focused, and you’ll see results.
Start testing today—and watch your email list turn into paying customers! 🚀
How to A/B Test Your Copy & Improve Conversions
Guessing what works in copywriting is like throwing darts in the dark. You might hit the target, but you won’t know why. A/B testing removes the guesswork by letting real data decide which version converts better.
If you’re writing copy for startups, small tweaks can mean big revenue jumps. Let’s break down how to A/B test your copy and turn more visitors into paying customers.
What Is A/B Testing & Why Should You Care?
A/B testing (also called split testing) is when you compare two versions of the same copy to see which performs better.
📊 Why A/B test your copy?
✅ Find what actually gets clicks, sign-ups, and sales.
✅ Improve conversions without increasing ad spend.
✅ Learn what your audience responds to.
🔥 Example:
Let’s say you’re writing a landing page headline. Version A says, “Get Fit in 30 Days.” Version B says, “Burn Fat Fast—No Gym Needed.” After testing both, Version B gets 40% more sign-ups. That’s the power of A/B testing!
What Copy Should You A/B Test First?
Not all copy is created equal. Some words have a bigger impact on conversions than others.
📌 Start by testing these high-impact areas:
| Copy Element | Why It Matters |
| Headlines | First thing people see—make them stay or leave. |
| Call-to-Action (CTA) | The difference between a click and a bounce. |
| Product Descriptions | Can make your offer irresistible or forgettable. |
| Email Subject Lines | Determines whether emails get opened or ignored. |
| Landing Page Copy | Every word influences conversions. |
🚀 Pro Tip: Test one element at a time. If you change too much at once, you won’t know what made the difference.
How to Set Up an A/B Test Like a Pro
A successful test follows a simple process:
🔍 Step 1: Pick One Thing to Test
- Choose a copy element (headline, CTA, email subject, etc.).
- Keep everything else exactly the same.
🎯 Step 2: Create Two Versions
- Version A: The original (control).
- Version B: The modified version (test).
📊 Step 3: Split Your Audience
- Show Version A to half your audience.
- Show Version B to the other half.
📈 Step 4: Track the Right Metrics
- Clicks, conversions, sign-ups—whatever matters most to your goal.
🛠 Step 5: Let the Test Run & Pick a Winner
- Don’t stop too early. Wait until you have enough data.
- Pick the version that performs best.
What Makes a Winning Copy Change?
Small tweaks can lead to massive conversion jumps. Here’s what to experiment with:
🔹 Change the Wording
❌ “Sign Up for Updates” → ✅ “Get Exclusive Tips Straight to Your Inbox!”
🔹 Make the CTA More Actionable
❌ “Learn More” → ✅ “Start Growing Your Business Today!”
🔹 Use Urgency & Scarcity
❌ “Buy Now” → ✅ “Only 5 Spots Left—Claim Yours!”
🔹 Test Power Words
❌ “Try Our Software” → ✅ “Boost Sales with the #1 Copywriting Tool!”
Avoid These Common A/B Testing Mistakes
🚨 Mistake #1: Testing Too Many Things at Once
If you change five things, you won’t know which made the impact. One tweak at a time is best.
🚨 Mistake #2: Not Running the Test Long Enough
A test with 10 clicks isn’t reliable. Wait until you have statistically significant data before deciding.
🚨 Mistake #3: Ignoring the Data
Just because you like a version doesn’t mean it works. Let the numbers guide you.
A/B testing isn’t just for big brands with giant marketing budgets. Even startups can boost conversions by testing small tweaks.
Start with your biggest impact areas, keep your tests simple, and let data—not gut feeling—drive your copy decisions. Over time, your startup’s copy will get sharper, smarter, and more profitable. 🚀
Conclusion
Mastering copywriting for startups takes practice, but every tweak brings you closer to higher conversions and stronger customer connections. From A/B testing to social media hooks, great copy can turn visitors into loyal buyers.
🚀 Ready to level up your startup’s copy? Visit RiggzDigital.com for expert tips and tailored marketing strategies!