MicroConfMar 23, 202634m572 views

How to Write SaaS Copy That Actually Converts: Using Emotion to Drive Trials, Revenue & Retention

Name: How to Write SaaS Copy That Actually Converts: Using Emotion to Drive Trials, Revenue & Retention
Uploaded: 2026-03-23
Duration: 34 min 14 s
Description: Copywriter Lianna Patch breaks down how to inject emotion into B2B SaaS copy without hype, arguing 95% of buying decisions are made emotionally first. She walks through six emotions (frustration, skepticism, hope, excitement, flattery, confidence) mapped to funnel stages, with real examples from MicroConf members' landing pages. The session also flags the common 'WeWe problem' on SaaS homepages.

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Synopsis

Copywriter Lianna Patch breaks down how to inject emotion into B2B SaaS copy without hype, arguing 95% of buying decisions are made emotionally first. She walks through six emotions (frustration, skepticism, hope, excitement, flattery, confidence) mapped to funnel stages, with real examples from MicroConf members' landing pages. The session also flags the common 'WeWe problem' on SaaS homepages.