Your Customers Have Already Written Your Best Copy

How to turn customer reviews and conversations into high-converting copy.

Here’s a hard truth:

Great copy doesn’t come from clever wordsmithing. It comes from deep research.

If you’ve ever struggled to write a landing page or campaign that actually converts, chances are you’re not bad at writing — you’re just too far from the customer.

I’ve learned this the hard way.

The Turning Point

A few years ago, I was helping write a landing page for a B2B marketplace. Everyone in the room was convinced the key selling point was “lowest cost.”
It made sense — our users were mostly small business owners. Of course they’d want the cheapest suppliers.

But something felt off.

So I dug deeper. I interviewed a few users, read a bunch of reviews, and even scrolled through obscure Reddit threads.

What I found changed everything:

Yes, users cared about price — but more than that, they were scarred by bad suppliers. They had horror stories of vendors ghosting them, late shipments, defective products.

But their biggest fear wasn’t overspending. It was unreliability.

So we rewrote the headline:

“Trusted suppliers that deliver on time, every time.”

Conversions went up. And we never would’ve known that if we hadn’t listened.

What I Do Before Writing Any Copy

Here’s my research stack before I write even a single line of copy:

✅ Review mining – G2, Capterra, Reddit, Twitter replies, support tickets

✅ Voice-of-customer tagging – I paste reviews into Notion and tag quotes under pain points, desires, doubts, and outcomes

✅ Search Console + Analytics – What people actually search before landing on the site

✅ Customer interviews – Especially churn or win-loss interviews, if available

✅ Competitor scan – Not to copy, but to spot what they’re missing

By the time I’m ready to write, I’ve usually highlighted 10–20 exact phrases customers use.

That becomes my raw material.

A Real Example: G2 Goldmine

For one SaaS client, we were guessing between two angles for a landing page: “automate work” vs “save time.”

But when I mined 100+ G2 reviews, a pattern emerged.

Users didn’t talk about automation or speed. They talked about clarity. They felt “in control,” “less scattered,” “finally had a clear view.”

So we flipped the headline to: “Clarity, without the chaos.”

It crushed the old version. Not because it was poetic — but because it reflected the exact emotional outcome users were already describing.

Why Most Marketers Still Miss This

We love writing.
We love brainstorming clever lines.

But writing is the last step in good copywriting.

The real work is research.

Digging into the messy, unstructured feedback. Reading between the lines. Listening to the language your customers already use.

You don’t need a copywriting course. You need empathy and a highlighter.

Steal My 3-Step Process

Here’s a simple process anyone can follow:

1. Mine 30–50 reviews from G2, AppSumo, or Reddit

2. Tag pain points, objections, desires, outcomes

3. Rewrite your headline or email using the exact words your customers use

That’s it.

You’ll be amazed at how your copy improves just by mirroring their words.

Closing Thought

If you want to write great copy, don’t start by writing. Start by listening.

The best copywriter on your team isn’t your agency. It’s your customer.

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