The secret of sticky messages

The secret of sticky messages

Writing a good copy is not an easy task. Even if you know everything there is to know about your brand and its target audience, turning that knowledge into a copy that resonates is harder than it looks.

So stop doing that.

The key to writing a sticky copy (a copy the audience remembers) is not to sit at a table and invent new, interesting ways to discuss this product or that service. Far from it. Instead, the copy that converts comes from copywriters who know how to download words and messages directly from potential clients and customers themselves.


This is where clear mining comes into play. And we’re here to teach you how to drag your way to copy what hits home.

Great idea

You know it, your customers know it: reviews matter. They are a powerful tool and often differentiate between attracting and losing a customer – a recent PowerReviews study found that 94% of consumers now say that customer ratings and reviews are at the top of the list of factors that influence their online shopping decisions.

Reviews, however, are more than a way to influence purchasing decisions. They are an enormously valuable resource that text authors use in their search for information that can turn them into a compelling copy and a competitive advantage.

“The key to a great copy is to change your mindset.”

And even though you know everything there is to know about your brand, you are not your target audience. This means that even though you think you have the right message to persuade potential customers to buy what you sell, review mining offers a better way to understand what your potential customers want to hear.

The key to a great copy is to change your mindset. So forget what you want to say or what you think are the selling points of your product or service. Don’t fall into the trap of thinking you know what your customers want to hear.

Instead, dig into their reviews. Understand what they really think, what is important to them, touch their sore points and offer a way to solve them. Do this and you will speak their language through a copy that is converted.

Diving In

This all sounds great, of course – if it’s between the pain of writing or simply taking words out of your customers ’(or potential customers’) mouths, the choice is clear. What might be less clear to you is ‘how’, which is pretty simple when you divide it into four simple steps:

  1. Create a list of keywords that best describe the problem, the main sore point, etc. which your target audience has.
  2. Identify how your product or service (or those of your competitors) solves these problems.
  3. Use these keywords to find and search for online reviews that deal with these solutions, not downplay what people are saying about it.
  4. Use these comments (whether you copy them correctly or customize them a bit) to make a copy for your website.

Finding good things

There are no strict rules to follow when it comes to mining inspection. Some companies choose to contract paid mining review tools such as Appbot and MobileAction to deliver the data they need. But many do not have a budget for outsourcing, but still want to use the power of reviews to get a high-conversion copy.

It doesn’t have to be a comprehensive task, and there are easy ways for brands to go through the sand of customer reviews for the copy being sold.

How? There are several ways – one is looking at competitor reviews, especially if you don’t have your own. Depending on your product or service, places like Amazon and the App Store reviews are repositories of information, full of reviews that you can swipe your finger for a great copy. Take a look at the positive reviews to find out what works for the competition. Study the negative comments so as not to repeat their mistakes.

Another way is to figure out where your potential customers are. Do people talk about similar pain points and problems on social media? Go there. Check out their comments on Twitter, take a peek at their Instagram stories, see what they comment on Facebook. More service-oriented companies can visit sites like Yelp and TripAdvisor to get the copy they need.

“These are insights you’ll want to focus on because these are things that truly resonate with your potential clients.”

What exactly are you looking for? You’ll need a little practice, but you’ll soon begin to recognize things that pop up as you navigate through different sources. These are questions, frustrations, and positive comments that you will see reappear over and over again.

These are the insights you will want to focus on because these are the things that truly resonate with your potential clients. Collect these gems in a spreadsheet to organize everything and you will soon have a file filled with compelling messages that you can use to copy your website.

Putting it together

You have reviewed hundreds or thousands of reviews and you have an Excel file full of potential messages. What now?
It’s time to put the pieces of the puzzle together, and there’s no better way to do it than the tried and tested formula that copywriters have been using since copywriters existed.

Called Problem, Agitate, Solve (PAS), this is a reliable way to structure the results of your mining survey. It takes what may seem like a complex process with a pile of data and breaks it down into manageable pieces, helping you take all the information you stole from reviews and turn it into a high-conversion copy that will resonate.

You should have already identified the problem before you started mining the reviews. The problem is a reflection of the sore points of your potential customers, those things that constantly appear in product or service reviews.

“Is there a better way for your potential customers to be seen on your site than to use their own words?”

The agitation is to give a clear picture of the disappointments, troubles and regrets that this problem brings. It confirms how potential customers feel, reflecting their experiences and feelings. Is there a better way for your potential customers to be seen on your site than to use their own words?

Solve, as you may have guessed, is a product or service that will solve the problem and end the pain. Here you can find a solution that will improve the lives of your potential customers. Consumers are well versed in identifying solutions that look too good to be true, but since you use language that comes directly from them, your copy will turn out to be authentic and is more likely to be converted.

Swipe, don’t write

Clear mining is a (not exactly secret) weapon that brands can use to give themselves a competitive advantage. TS Eliot famously said that “good writers borrow, great writers steal”, and that this feeling is just as true today as ever.

If you want sticky messages with a high conversion rate for a website that achieves the interest of your target customers, there is no better way than to get the words out of their mouths. Why write when you don’t have to?

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