Follow these five steps to write compelling copy for your AppSumo listing.Start selling
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First, take a moment to look at some examples of successful product pages below. Notice how they blend straight facts and AppSumo’s conversational tone into informative content that gets Sumo-lings excited to buy.Ready to get started?
Setting the ground rules
- Total content should be around 150 to 200 words.
- No images or emojis.
- Don't use first person—avoid “we,” “our,” “us,” “me,” “I,” etc.
- Only capitalize proper nouns like your product name or integrations. NO ALL CAPS, Y’ALL.
Your product name will be the title of your listing. No need to worry about this. You’re off to a great start!
Describe the user’s biggest pain point and how your product solves it:
Name the biggest pain point your users face.
Introduce your product as the specific solution to that pain point.
Describe what the tool does, no-frills. Plainly state what the product is in a nutshell:
This sentence usually begins with your product name, e.g., “<Product> is an all-in-one platform featuring project management, team chat, time tracking, and reporting.”
Describe your product’s features in order of importance:
Describe each feature in 1 to 2 sentences. Give each feature room to breathe with a paragraph space, so these sections aren't just a block of text.
Hit the highlights. Don’t worry about mentioning every single spec—that’s what the product terms and key features are for.
Avoid stats that cannot be proven. It’s tempting, but don’t use words like “guarantee” or “best.” Don’t write “this will 10x your productivity,” “increase … by 85%,” or “this is the best deal ever."
Don’t mention direct competitors. You can name-drop integrations, but avoid claims about similar products in your industry, such as “the better alternative to PayPal” or “10x more effective than Mailchimp.” Show how you’re better—don’t tell it.
Write everything out in complete sentences. No bullet points.
Our cardinal rule: Make jokes, but never make fun of the audience.
Restate your intro, adding a call-to-action:
Restate how your product solves the pain point clearly and succinctly.
End with a strong call-to-action that will have readers itching to purchase your product, e.g., “Accelerate your project management today!”
Once it’s written, review your copy:
Edit for clarity
Can you simplify anything? Can you turn long sentences into two short sentences? Did you run your copy through a spelling/grammar check?
Edit for specificity
Can you get more specific? What is it about your product that’s different from anything else on the market? What are the stakes (the real pain point) if someone doesn’t buy your product?
Now, let’s take a look at two examples of this process in action: