Car copy is the one thing most founders can't write — and the fix is simpler than you think

Gabriella Zutrau sent a LinkedIn post about why car copy matters more than the car itself. She showed a side-by-side: a good headline reads like a person talking to another person; a bad one reads like a spec sheet. The difference is tiny — one word, one comma — and it changes whether someone clicks or scrolls.

The lesson applies to any product. When you describe what you do, don't list features. Say what the person gets. "We make things faster" is flatter than anything that names the friction — the thing the reader lives with every day. Zutrau's examples are all from the automotive world, but the rule is the same whether you're selling a $15 SaaS tool or a $60,000 truck.

Why this matters for us: when we write about our tools, the car copy is what separates the ones people actually try from the ones they ignore.