Copywriting: What software startup YNAB knows about creating compelling copy for a new product
New products make it incredibly difficult to write effective copy. Most of the time the customer coming to the page has no idea what the product is or how it works, but more importantly, they also have no idea why it matters for them.
To really help your customers understand why a product or service is relevant to them, your copy has to build a “problem.” Take this video for YNAB product that helps you budget in a new way:
I don’t know if you caught it or not, but they spend a full 43 seconds of their 1:52 second video building to the problem. Out of all the problems built in copywriting, video or otherwise, this one is one of the best.
So what do they do to build their problem?
1. They have a clear objective.
You can’t begin to build a problem without a map to the overall objective. The objective of this video is to introduce the product and get people poking around on the website.
Without an objective, you might just be building a problem that you’ll never be able to help your customers out of.
