CAPE.Agency

Helping SaaS, tech, IT, and IoT companies acquire more customers, more profitably with conversion messaging that reveals the full extent of your tech's powers.

Head of Strategy & Copy

GrowthMentor

Helping SaaS, tech, and DTC companies get clarity on their messaging, marketing + growth strategies and improving how they communicate with their audience through better copy and UX/CX.

Check it out at >> app.growthmentor.com/mentors/eden-bidani

Growth Mentor

Green Light Copy

Helping SaaS, tech, IT and IoT businesses grow their revenue with landing pages, ads, email sequences, and website copy... that drive performance like they're supposed to.

Recent exciting projects I've helped clients with include:

→ A full messaging revamp (strategic narrative + core messaging), new website copy, and brand relaunch copy for a super cool MDR service provider

→ A full messaging revamp (strategic narratives + core messaging), new website copy, and brand relaunch copy for a SaaS company that's splitting into a parent company and 2 child companies (B2B SaaS and B2C SaaS)

→ A messaging revamp (new core messaging) + new website copy for a startup gearing up for their Series A in Q3

→ A "Book a Demo" page optimization for Census that increased conversions by 30%+ with 95% statistical significance

→ A sales page optimization that helped sell out a 40-person, $2K marketing course during a global pandemic

→ A native acquisition funnel (cold traffic, evergreen offer) that helped generate $1M in sales in 1 month

Want to speak about a project you're working on (or plan to work on soon)? You're welcome to send me a DM here - or there's a proper form on my website.

Conversion Copywriter + Acquisition Strategist

Atomik Designs

Direct selling cosmetics and beauty products

Co-Founder | Sales Manager | Sales Trainer | Marketing Copywriter

Show the world your tech is the hero they've been waiting for 🦸‍♂️ Conversion copywriter & messaging strategist for SaaS and tech companies

“Eden got to the heart of our messaging and captured it in clear and compelling language. And then helped us create a fresh, new website that’s fully aligned with the company’s business objectives. It was a real pleasure working with her.”

- Howard Silverman, Head of Marketing @CyberProof, a UST company

---

Your tech’s got the power to save your audience's world 🦸‍♀️

But if your TA:

❌ Doesn't know you exist
❌ Doesn't know why they should care
❌ Doesn't know how or why you're different from those other guys on the same magic quadrant

– then winning them as customers is going to be frankly, almost impossible.

At CAPE.Agency, my (tiny but mighty) team and I use conversion messaging (conversion copywriting + strategic messaging) to wrap your tech up in a clear and powerful verbal cape.

So your audience instantly recognizes:

● What your tech does
● Who it’s for
● Why it’s awesome

We then apply this new messaging to your website, ads, landing pages, emails, and more to earn prospects' attention, and convert that attention quickly – and profitably – into sign-ups, booked demos, and closed/won deals.

And the results? Well, they're super 💥

→ Home page messaging that fixed positioning and doubled sign-ups for an early-stage PLG SaaS.

→ 30% lift in conversions with 95% statistical confidence for a B2B SaaS "book a demo" page.

→ A B2B SaaS home page that doubled visitors' time on page, doubled time on page, and cut the bounce rate from 51.5% to 35.6%.

---

"It was really incredible to work with Eden. As part of our rebrand we had new messaging and positioning ready to go, but needed help translating that into fresh copy to support our PPC ads and other assets. And Eden really delivered! The copy was clear and crisp, was presented well, and was received well by the team."

- Kate Gleeson, Head of Brand @Supermetrics

---

“Your initial prototype captured our needs very well and provided suggestions that fit perfectly into our existing frameworks and that we’d never considered. You were a pleasure to work with through multiple rounds of edits, and everyone on the team was pleased to have you onboard for the duration of the project!"

- Kate Gregorio, Former Manager Web UX Content @GoTo

---

So if your software is ready to conquer the world then send me a DM to book a 20-min intro call today.

Hard pill to swallow:

So many marketers (and their companies) struggle with their marketing because they are doing things "the right way" by following the data.

But by doing this, they're taking the data at face value and aren't lifting their heads above it to ask: what does all this really mean?

It's the difference between asking a customer:

Q: "Why do you like our product?"
A: "Well it's fast... scalable... helps me win customers... grow revenue... etc."

And then putting that in a home page headline: "We help you win more customers"

VS asking a customer:

Q: "What is the most impactful thing this product does for you?"
A: "{Insert richly detailed, qualitative answers}"

...and putting *that* in your home page headline instead.

(Warning: nerdy bit! 🤓)

Marketing is held to linear metrics, but in marketing, not everything is 1+1 = 2.

Like structural-functionalist theory in Anthropology, in marketing, we see clearly that the "whole is greater than the sum of its parts."

Because it's not just the product features (structures) that are important.

It's the depth, strength, and sentiment of the user's experience with those features -- the relationship they have with them -- and the whole outcome/end result they experience as a result.

And while, yes, our activities should create positive lifts in metrics (namely: increased sales/revenue), we have to constantly remind ourselves that audience behaviour is *not* linear. (Though that would make things a lot easier for us, yeah?)

We have to look beyond the data, to read between the lines, to actually get it.

(End nerdy bit 🤓)

Here's a real-life example:

I know there's a lot of data stating we need to state the product's value prop in the headline of the home page.

Heard that before?

The thing is, people don't look at the headline in isolation.

And the purpose of the headline is not just to tell people what to expect on the page, it's to connect with them emotionally and encourage them to dive deeper into reading what's on the page.

Working with a client a few years back, they had a "value prop" headline on their home page, but bounce rate was through the roof, and time on page/scroll depth were super poor.

So instead of trying to squeeze the value prop into the headline, I moved the value prop to the subheading and made the headline the #1 sentiment from the live customer interviews we conducted:

"There's an easier way to work with freelancers."

The CMO ran an A/B test and the non value-prop headline cut the bounce rate, doubled time on page, and doubled the scroll depth.

And it stayed the winning home page headline for the next 2 years until they rebranded after getting acquired.

So this is a friendly reminder to look at the data -- but also look at what's between the lines. At the blank spaces. 

And don't forget to ask "what does this really mean for our audience?"

P.S. Hat tip to Mark R. for his earlier post that inspired this one.

#marketing #copywriting #linkedin

Eden Bidani

My then-3 yr old waltzed into the kitchen while I was unloading veggies into the fridge and said: "Mom, I want an apple."

And before I could do anything he looked down at the open veg drawer, picked up a red capsicum 🫑 (red bell pepper for you US folks), and took a giant, hearty bite out of it.

Exactly as if it was a juicy red apple 🍎

And he kept grinning and chewing even after it was clear to him that he hadn't actually picked up an apple...

Turns out - he didn't really want *an apple.*

Just something crunchy to snack on.

And a fresh capsicum did the trick just as well as... well, what he said he wanted.

---

Today's 1-min conversion copywriting tip 🔥

What your customers *say* they want isn't always *what* they truly want or desire.

Our job as marketers is to figure out if they actually, really truly desire an "apple" (an item, product feature, or color/design they desire)...

...or if they just need something that'll get the job done.

So the next time your target audience says:

"I want more leads"
"I want to grow my business"
"I want to make money online"
"I want to win more customers"
"I want to save time"
"I want to save money"

Don't just take that at face value.

(Otherwise, every website home page sounds exactly the same...)

You need to dig deeper to understand WHY they said this (Jobs To Be Done is a great framework for uncovering this).

So if they say something like one of the above answers to you, ask them a follow-up:

"What will that enable you to do?"
"What will that mean for you?"
"What kind of impact will that have on your business/life?"

The answers will surprise you.

---

And this is exactly what Shiva Manjunath and I discussed on his latest episode on the From A to B podcast.

Check it out in the comments 👇

#marketing #copywriting #LinkedIn

One of the most nerve-wracking things for a copywriter & messagist* is to...

...write for other writers.

Especially writers who are leaders in their field.

Take Yuval Keshtcher ✍ for example.

Founder and CEO of the UX Writing Hub, he's seen his fair share of awesome writers over the years.

And he should know - he's personally trained a whole ton of them. And now they work for some of the world's leading companies like PWC, Allstate, eBay, PayPal, Zendesk, and more.

So when Yuval reached out last year with help on a project I was excited for the challenge:

Writing. For a writer. To help other writers and would-be writers.

(Kinda a brain twister, that one.)

And I'm thrilled to share that the project was a success 👏

---

*P.S. "messagist" is my new shorthand for "messaging strategist."

Always annoyed me how "messaging strategist" is a whole mouthful, and can be really hard to say for some people.

So combine the two and you get "messagist" -- the shorter, cooler cousin of messaging strategist.

Think it'll stick? (I certainly hope so!)

#marketing #copywriting #linkedin

Today's 1-min copywriting tip🔥be painstakingly deliberate with your word choices.

Yesterday, I spent a full 60 seconds explaining to a client why we should use the words "minimal effort" vs "less effort" when describing the key benefit of their product:

✅ "Minimal" is more concrete than "less" -- but still isn't an absolute -- which is great because we don't want to overpromise to their rightfully skeptical audience.

✅ "Minimal" feels more sophisticated than "less" -- but not overly sophisticated so it sounds like we're talking down our nose to our audience.

✅ And "Minimal" is in line with their inspiring, motivational brand voice, without making them sound like a lifestyle coach.

And while I thought I was word-nerding and getting ahead of myself (word rabbit hole, anyone?) the client agreed and shared that he appreciated the depth of thought that went into the process.

And this was exactly something I discussed with Shiva Manjunath on the latest episode of his From A to B podcast.

Copy is so often thought of as "just words."

And, yeah, it looks like "just words." I get it.

But consider the difference between "minimal effort" vs "less effort".

And consider the difference between "fast" vs "quick" vs "swift".

Even though they're synonyms, each word *feels* very, very different from the other.

Meaning they'll appeal to different people.

And meaning, they'll inspire different emotional reactions.

So, while copywriting is about making sure you have the right *pieces* of information all together on a page to help people convert...

...so much of it is about deliberate word choice to inspire deliberate emotional responses.

Making it far more than "just words."

#copywriting #marketing #conversionrateoptimization #linkedin

I have a bone to pick with "AI."

Not AI products per se. (There are many cool, useful ones out there.)

But the way the word is thrown around so carelessly.

I get it, though.

- People want to catch the hype wave.

- They want to command higher pricing.

- They want to impress prospects.

But when it's slathered on thickly, it feels like a crutch. Like clickbait.

And not like a genuine expression of differentiated value.

But like I said, I get why this happens.

Words like AI are leaned on because companies struggle to communicate the actual value of their product.

And because they're stuck, the easiest cushion to fall back onto is "marketing speak" -- AI, #1, best in class, category leader, etc.

But if only they sorted out what the product's actual value is to their customers -- and focused on expressing *that* -- they wouldn't need to toss fancy words around.

Because their true value is then clearly and wonderfully obvious to their prospects.

(Hat tip to Liam Moroney's recent post for sparking this thought.)

---

Have you also had enough of seeing the word "AI" where it shouldn't be?

Share your experience in the comments.

#messaging #copywriting #positioning #linkedin

What's the fastest way to genuinely capture the attention of your target audience? 🤔 (and yes this is today's 1-min copywriting tip 🔥)

A: Ask them a question in your headline or opening sentence.

Because a good question that relates to something they're currently struggling with *will* make them stop and think.

And thinking is good.

Because thinking will encourage them to click on that trailing ellipsis where your post/ad copy got cut off to keep reading (or click on a CTA to dive in deeper).

This is because asking a question opens up a loop ➰ in your readers' minds.

And as humans, well, we don't like open loops.

We like closure. We like boundaries.

And just as we're compelled to turn the page on a cliffhanger, or tie up loose ends, we're compelled to close open loops.

And tapping into that - through a question - will help keep their attention on what you have to share with them.

So your headline or opening sentence shouldn't be a summary of what's about to come, like an essay or a chapter in a history textbook.

But like the lid on a treasure chest, cracking open slightly, enticing them to open it further...

---

P.S. This post was written using a question-based headline as an open loop.

So try it next time you sit down to write a post or social ad. Because if you're reading this line, well, this is proof that it works ☺️

#marketing #copywriting #linkedin

Liam Moroney shared a great post today about brand marketing in B2B tech and I'm all here for it 👏

In fact, this is exactly what Michal Eisik and I discussed over WhatsApp not long after ChatGPT came out (this was our exact convo from Dec '22!)

The reason why branding (brand positioning, not just product positioning) is going to be even more important moving forward is twofold:

1. Because "lowest common denominator" marketing/copy/ad creative is being churned out at a massive scale, thanks (no thanks?) to generative AI.

And 2. So many tech categories are flooded with so many similar products that prospects struggle to understand how/why one is "better" than another (all have glowing case studies, all have the same G2 ratings, all are on the same magic quadrant, etc.)

Meaning that product positioning alone isn't enough anymore to attract great-fit prospects.

People want to know, what else is there?

And as a result, branding is already becoming a massive part of how they explain their positioning and differentiated value, because there are fewer and fewer avenues of differentiation left.

---

One caveat: investing in branding for tech companies *does* work when it's tied to the business strategy. It has to start at the top.

But it won't work if it solely belongs to marketing -- or if companies interpret branding as "changing the colors on the website" or "running a big-budget awareness campaign." Branding goes much deeper than that.

#marketing #copywriting #branding #linkedin

If you mentally sang this line when you read it then you got the point of this post:

The whole purpose of copywriting is to get inside your audience's head -- and to leave a lasting emotional impression of your product.

So that your audience can remember you -- yes, exactly you and not a competitor -- even when you're not around.

Just like how a song lyric, even if its been *years* since you last heard the song, gets you humming or singing along immediately while recalling the exact feelings that song gave you.

That's what good copywriting, what *your copywriting*, should do.

---

Because even though we hope our marketing will catch the attention of people who are ready to *buy now*, the reality is that people buy on their own terms.

Which means even if they think your product is cool, their impression of it usually has to lie in wait, filed away in the back of their subconscious, until the right time comes when they are ready to buy.

Copywriting is the vehicle that helps that impression stick.

So that their memory of your product can be pulled out the second that they do need it.

---

What's a song that randomly bubbled up in your head recently, that you haven't heard for a *really* long time?

Share your favorites in the comments 👇

#copywriting #marketing #positioning #linkedin

Taplio

Eden Bidani's Linkedin Analytics

Eden Bidani

What is Eden talking about?

Who is engaging with Eden

Eden Bidani's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Eden Bidani's Linkedin Analytics

Eden Bidani

What is Eden talking about?

Who is engaging with Eden

Eden Bidani's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Eden Bidani's Linkedin Analytics

Eden Bidani's Best Posts (last 30 days)