In a recent deep dive, we analyzed how Wise’s copy changes over time.
And we’ve learned a copywriting lesson from a $7B fintech giant.
How does Wise do their copywriting?
Wise’s copywriting playbook is quite simple and is based on three points:
- Focus on value propositions rather than features. Wise focuses on communicating how you’ll live better when you use their product.
- Simple language: WIse is a product for the masses, and their simple language reflects that.
- Specific language: They often use numbers to specify what benefits the user is getting: ”3x cheaper”, “ you can get your debit card for $9”, “you can use the card in 200 countries”.
But let’s see how their header copy evolved in their 10 years of being in business.
We found some winners and losers.
And here’s part of them:
The bad ones:
- Bye bye bank fees, hello world
- Bye Bye banks. You’ve had your fun
- The 3x cheaper international account
The good ones:
- A cheaper way to send money internationally
- A cheaper, faster way to send money abroad
- Send money with the real exchange rate
You can notice how the losers are not specific and they don’t communicate the core value proposition of Wise.
The winners, on the other hand, are specific and sink right into Wise’s value propositions: send money internationally for cheap.
The lesson for you?
When you write copy for your website, ask yourself these two questions:
- Does the reader know exactly what I’m selling?
- Will the reader care?
