This is a guest post from Sean Begg Flint, Founder & CEO of Position Digital, a SaaS SEO agency based in London. Through the power of copywriting and content marketing, Sean has helped SaaS startups and blue chip tech companies attract more inbound leads and convert them into paying customers.
The SaaS field is filled with jargon and boring corporate language. Nearly every tech brand claims to have an “cutting-edge solution” that helps users “streamline workflows” or “unlock new possibilities.”
And with AI tools like ChatGPT and Jasper, it’s easier than ever to churn out this kind of generic, recycled messaging at scale.
In a world where everyone sounds the same, finding your unique voice is key to cutting through the noise.
Here are 10 ways to make your SaaS copywriting stand out in the sea of buzzwords and AI-generated content.
10 copywriting tips to make your SaaS brand stand out
1. Ditch professionalism for personality
Professionalism is killing your brand. The only way to stand out in today’s noisy world is to actually have a unique personality.
Duolingo does this brilliantly with their unhinged marketing strategy. By leaning into chaotic, funny content starring the Duolingo Owl, the language-learning app turned its mascot into a viral sensation and built a brand people genuinely want to interact with.
But before you rush to copy Duolingo’s approach, remember this: building a great personality doesn’t always mean being funny.
As Dave Harland, Copywriter and Creative Director at Copy or Die, puts it:
“Don’t go all out trying to be funny, if you’re not actually funny. It will quickly become apparent.”
The point isn’t to force or manufacture a personality; it’s to amplify your real one. Whether you want to be playful like Duolingo or professional like HubSpot, let it shine through in your copy.
2. Craft a distinct brand voice
Once you’ve decided on a brand persona, the next step is to make it recognisable across your marketing assets.
Whether you write an email subject line, landing page headline, or social caption, use the same tone, style, and personality.
This is how you craft a distinct brand voice. It’s how your audience recognises you even when your logo isn’t there.
Apple is one of the best examples we can think of. Every ad and product headline they produce always has that distinct touch: minimalistic and simple, but never dull.
3. Go against the grain
Your audience is bombarded with endless SaaS marketing messages on a daily basis. If your copy sounds like everyone else, they will scroll right past it.
The fastest way to grab attention? Say something users don’t expect.
The human brain is wired to recognise patterns. When something is out of the ordinary, people will pause and think, “Wait, what?”
You don’t need to say something outrageous or anything; you just need to challenge assumptions and flip familiar ideas on their head.
Hinge nails this perfectly with their tagline. Instead of the usual “Find your perfect match” or “Meet new people” used by other dating apps, they go with this gem:
“The dating app designed to be deleted.”
It’s unexpected, even counterintuitive. What other app wants you to stop using it?
But that’s exactly why it works. It flips the entire category narrative on its head and makes Hinge instantly memorable.
4. Be ultra specific
“Never write ‘Save time’, or ‘Save money’. Every SaaS product that has ever existed can save time and money. Eyes will glaze over at these empty, generic claims.”
Alex Napier Holland, Founder and SaaS Sales Copywriter at GorillaFlow
Generic claims are forgettable. Once you zoom in on a specific story or angle, that’s when your copy becomes much more relatable.
Don’t just say “Improve productivity.” Describe a real situation your audience faces every day: “Clear your to-do list before your next Zoom meeting” or “Start finishing your tasks early and stop feeling guilty about checking out early on Fridays.”
Specificity paints a clear picture on the readers’ mind. It makes them nod and think, “that’s exactly my problem,” and that’s what sticks.
5. Address your target audience
When you write for everyone, you end up connecting with no one. The best SaaS copy speaks to a clearly defined audience and sounds like it was written just for them.
For example, if you want to connect with B2B audiences, you should “address the key decision makers directly,” according to Rita Courtney, a B2B Copywriter & Marketing Consultant.
So, instead of writing something generic for everyone like “Automate your marketing workflows“, address your target audience: “Designed for Marketing Directors who need to scale campaigns without scaling headcount.”
6. Borrow a popular reference
Familiarity builds instant connection. Referencing something your audience already knows—a pop culture moment, a trending phrase, or even a meme—can make your copy more memorable and engaging.
Zattoo, a European TV streaming solution, wanted to attract broadband companies that haven’t offered a streaming service yet. So, they came up with this line for one of their ads: “Stream if you wanna grow faster.”
It’s a clever play on the popular phrase “Scream if you wanna go faster,” and it works because it’s instantly recognisable. That small twist adds personality, humour, and a touch of creativity, all without overcomplicating the message.
7. Turn weaknesses into strengths
Embracing your shortcomings and limitations is a powerful way to stand out in a market full of overpromises.
This is known as the Pratfall Effect – a psychological phenomenon where people actually find you more likeable when you admit your flaws. In other words, a small dose of vulnerability can make your brand more relatable and trustworthy.
Less Annoying CRM is a great example. As a self-funded CRM, they openly acknowledge their limited resources compared to VC-backed competitors, and turn those very limitations into selling points.
8. Take a stance against something
Challenging the status quo is a proven way to rally people behind your product. When you take a stand, you attract like-minded customers who believe what you believe.
Basecamp famously pushed back against the “growth at all costs” startup mentality, focusing more on long-term profitability.
While competitors chase feature bloat and enterprise clients, Basecamp proudly positions itself as simple software for small teams.
This philosophy is reflected across their website copy.
9. Steal your customers’ words
What’s a better way to connect with your customers other than using their own language?
Sarah Stenlund, Senior Content Manager at a SaaS SEO agency, suggests performing keyword research to understand what your audience is searching on Google and AI chatbots like ChatGPT.
Combine it with your own customer data, and you’ve got a treasure trove of copy ideas. As Sarah puts it:
“Interview your customers and go through sales transcripts and support tickets. These are goldmines for finding recurring phrases your audience actually uses to describe their problems and aspirations.”
Then, use these exact words and expressions in your website copy, ad headlines, and email subject lines. It will make your messaging feel instantly relatable and help your brand sound like it truly understands its customers.
Ahrefs actually turned a real YouTube comment into a billboard ad, and they made a video about it:
It was unique, authentic, and hilarious. Most importantly, it came straight from a real person, which made it more powerful than any polished marketing slogan could.
10. Back up your words with proof
SaaS buyers are sceptical. They’ve seen every company promise “seamless integrations” and “unmatched efficiency” to the point where words alone no longer convince them – they want evidence.
Anyone can say their software is the best. But without proof, it’s just another empty claim.
Use customer stories, testimonials, case studies, and data to demonstrate real results. Let your users do the talking for you.
Zendesk does this by featuring customer testimonials and highlighting well-known clients and industry awards on their homepage.
Finding your voice in a noisy SaaS world
In a sea of corporate jargon and generic AI slop, your unique voice is often your biggest competitive advantage.
SaaS companies that stand out aren’t necessarily those with the best features, but those that know how to communicate their value with crystal clarity and ooze personality.
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