How to Simplify & Anchor Your Copy

One of the biggest mistakes we make as founders is trying to dress-up what we do more than we need to.

We’re not an “outbound firm”, we’re “AI growth consultants augmenting automated workflows to drive demand and pipeline”.

We tend to over complicate what we do when trying to appear smart, or differentiated in the market.

When it comes to outbound email for sales or for cap raising, this can be detrimental.

One of the ideas I’ve used a lot over the years for ourselves and our clients is “anchoring” our product or service to something everybody already knows - so it’s extremely easy for people to understand your stuff.

I first did this for one of our first clients we had a few years ago - Shufflrr.

Instead of saying “we do powerpoint presentation management”, we came up with copy that said “we’re like if ChatGPT and PowerPoint had a baby.”

In a few months we increased their demos they were booking by 250% just by doing this. 

Why does this work?

• When you anchor an idea to something that everyone already knows (ChatGPT, Tinder, Uber, etc), it’s extremely easy for them to get a baseline understanding of what you do and what your model is

  • “We’re like ____, but for ____”

  • “We’re like Tinder but for the stock market”

  • “We’re like Uber for your morning coffee runs”

    • Both of these are real examples I’ve seen companies use in their advertising

This immediately cuts out ambiguity / uncertainty to the question of “what do you actually do.”

You need to speak to cold prospects like they’re a 14 year old.

Simple language. Extremely easy to understand.

Some of the best copy I’ve ever written uses ideas like this to simplify our clients’ offers as best as possible.

There are no bonus points you get for sounding fancy and confusing people on how you can help them.

Let me know if this helps.

Ryan
Breakout