The Copywriting Behind The Unicorn: ClickUp

The copywriting strategies behind this 2017 startup.

In 2017, Zeb Evans decided to compete against Craiglist when he created a startup to do just that.

Except he realized that to actually do that, he would need to be very organized. So he and his team created ClickUp to help get them organized.

Then it dawned on him — he should actually build a startup around organizing and call it ClickUp. Six years later, ClickUp is worth $4 billion. I decided to look at the messaging and positioning behind this productivity tool.

Let’s see what made them into a unicorn.

ClickUp’s Positioning Is Clear: We Do It All

Before the messaging, there needs to be a clear positioning. A brand needs to know what category they are working in.

For instance, ClickUp didn’t create a new productivity tool. They didn’t want that to be the message.

They created something that replaces all of the apps you use. They differentiated themselves from the market. They offered more features that help you work in one place.