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Mining voice-of-customer data and assembling copy from it

Joanna Wiebe's method — mine reviews/Reddit for customers' exact words, split findings into a "message" bucket (repeated themes) and a "copy" bucket (weird standout lines), then assemble copy into a framework instead of writing from scratch.

Updated 2026-10-24·3 sources·copywritingvoice-of-customerresearchheadlines

Mining voice-of-customer (VOC) data

TL;DR

  • Customers’ own words beat yours. “If you think you need rehab, you do” was lifted straight from an Amazon review of a 12-step book1.
  • Sources: Amazon reviews (including competitors’ and adjacent books), Reddit threads, X, Instagram comments2.
  • Two buckets: message = repeated themes → your offer angle; copy = the weirdest, most unexpected lines nobody in a boardroom would write → your headlines3.
  • Don’t pick the average line everyone agrees with — hunt for the standout one3.
  • Copy is assembled, not written (Eugene Schwartz): put VOC in a “message matrix” spreadsheet, choose a framework, paste VOC into it, then polish with formulas45.

Details

Mining. Joanna Wiebe (Joanna Wiebe) found SweatBlock’s winning homepage hook (“It doesn’t even have to be hot out — my armpits are always wet”) in Amazon reviews; leading with that problem produced a 108% lift in revenue6. For a fashion app, the customer phrase “big bum, thick waist, not-so-perky boobs” became the headline that helped it grow3.

The two-bucket sort

BucketWhat goes inBecomes
A — MessageThemes repeated across many customersOffer angle, page structure
B — CopyOdd, vivid, specific single linesHeadline, hooks, crossheads

“Message is the what, copy is the how”3.

Assembly workflow (Joanna’s setup). Two monitors: Google Doc on one, message-matrix spreadsheet of organised VOC on the other. Find the hook in the VOC → choose the framework that fits the hook (Headline hooks and choosing a copy framework) → write the framework’s sections on the page → paste VOC into each section → polish with formulas (e.g. “even if”)45. If you swipe from VOC, specificity comes for free (Proof placement and believable claims)7.

Conversion copywriting’s core rules, as Joanna defines them: drive the message with data (including qualitative VOC), never start from a blank page (start from a framework), and make every piece move the reader to a specific yes8.

AI caveat. Will, the AI-workflow guest on Dara Denney’s channel (Dara Denney), says AI is worst at copywriting; when hiring creative strategists he wants people who go read the subreddit AI surfaces to learn how people actually talk, rather than accept AI-written copy9.

Disagreements / caveats

  • Picking single “random” review lines draws objections (“you can’t just cherry-pick”); Joanna’s answer is that this is the job — but validate the line with a test (Headline hooks and choosing a copy framework).
  • Verbatim health or body claims from reviews can break ad-platform or regulatory rules; check before using.

See also

Footnotes

  1. 25 Years of Copywriting Advice in 25 Minutes @ 03:07 — Joanna Wiebe ↩

  2. 25 Years of Copywriting Advice in 25 Minutes @ 03:58 — Joanna Wiebe ↩

  3. 25 Years of Copywriting Advice in 25 Minutes @ 04:49 — Joanna Wiebe ↩ ↩2 ↩3 ↩4

  4. 25 Years of Copywriting Advice in 25 Minutes @ 17:16 — Joanna Wiebe ↩ ↩2

  5. 25 Years of Copywriting Advice in 25 Minutes @ 18:47 — Joanna Wiebe ↩ ↩2

  6. 25 Years of Copywriting Advice in 25 Minutes @ 01:13 — Joanna Wiebe ↩

  7. 25 Years of Copywriting Advice in 25 Minutes @ 23:01 — Joanna Wiebe ↩

  8. Why Your CMO Doesn't Like Your Copy (And How to Fix It Now) @ 01:32 — Joanna Wiebe ↩

  9. Claude Just Changed Landing Pages Forever @ 21:52 — Will (guest on Dara Denney) ↩