Writing good copy is not an easy task. Even if you know everything you need to know about your brand and its target audience, turning that knowledge into a copy that resonates is harder than it seems.
So stop it.
The key to writing a sticky copy (a copy that will be remembered by your audience) is not sitting at a desk looking for new, engaging ways to talk about that product or service. Far from it. Instead, the copies that convert come from copywriters who know how to take words and messages directly from potential customers and clients.
This is where game mining comes in. And we’re here to teach you how to wipe that copy that gets home.
You know it, your customers know it: reviews are important. They are a powerful tool and often differentiate between landing and losing a customer – a recent PowerReviews survey found that 94% of consumers now say that customer ratings and reviews are the number one factor influencing their online purchasing decisions.
However, reviews are more than just a way to influence a purchase decision. They are a hugely valuable resource that copywriters use to find information that they can turn into compelling and competitive advantage.
“The key to great copy is to change your mindset.”
And even though you know everything you need to know about your brand, you’re not your target audience. This means that while you think you’ve got just the right message to persuade potential customers to buy what you’re selling, mining for reviews offers a better way to find out what your potential customers want to hear.
The key to great copy is to change your mindset. So forget what you want to say or what you think are the selling points for your product or service. Don’t be trapped thinking you know what your customers want to hear.
Instead, dig into their reviews. Figure out what they are really thinking, what is important to them, touch on their pain points and suggest a way to solve them. Do this and you will speak through a language-converted copy.
All of this sounds great, of course – if it’s between writing pain or just taking customers (or potential customers) out of the mouth, the choice is clear. What may be less clear to you is the “how”, which is quite simple if you divide it into four simple steps:
- Think of a list of keywords that best describe your audience’s problem, main pain point, and more.
- Find out how your product or service (or your competitors’) solves these problems.
- Use these keywords to find and search online reviews about these solutions, rather than humiliating what people are saying.
- Use these comments (either copy them exactly or tweak them slightly) to create a copy for your website.
Finding good things
There are no strict rules for inspecting mining. Some companies choose to contract with paid mine inspection tools such as Appbot and MobileAction to provide the necessary data. However, many don’t have the budget to outsource, but they still want to use the power of reviews to create high-conversion copies.
It doesn’t have to be a comprehensive task, and brands have easy ways to find customer reviews to find a copy to sell.
How? There are many ways – one is to look at reviews from competitors, especially if you don’t have one yourself. Depending on your product or service, places like Amazon and App Store Reviews are repositories full of reviews that you can wipe for a great copy. Take a look at the positive reviews to find out what works in the contest. Investigate negative comments to avoid repeating your mistakes.
Another way is to find 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, check out their Instagram stories, and see what they’re commenting on on Facebook. Service-oriented businesses can visit sites like Yelp and TripAdvisor to get the copy they need.
“You want to focus on those insights because they’re things that really resonate with your potential customers.”
What exactly are you looking for? It takes a little practice, but you will soon start to see things that come to your attention as you move from different sources. These are questions, frustrations, and positive comments that you see over and over again.
This is the knowledge you want to focus on, because these are the things that really resonate with your potential customers. Gather these gems into a spreadsheet to keep everything organized, and soon you’ll have a file full of compelling messages that you can use to copy your website.
Putting it together
You are browsing hundreds or thousands of reviews and you have an Excel file that is full of potential messages. What now?
It’s time to put the puzzle together, and there’s no better way than to use a tried-and-tested formula that’s been used by copywriters for as long as there were copywriters.
This is called Problem, Mix, Solve (PAS) and is a reliable way to structure the results of mining reviews. It takes what looks like a complex process with a lot of data and breaks it down into manageable chunks, which helps you gather stolen information from your reviews and turn it into a high-conversion copy that resonates.
You should identify the problem before you start extracting reviews. The problem is reflected in the hotspots of your potential customers, things that constantly come up in product or service reviews.
“What better way for your potential customers to see themselves on your page than to use their own words?”
Agitate aims to create a clear picture of the frustration, confusion and regret this problem brings. It affirms the feelings of potential customers, reflecting their experiences and feelings. What better way for your potential customers to see themselves on your page than to use their own words?
The solution, as you might think, is a product or service that solves the problem and stops the pain. Here you are looking for a solution that will make the lives of your potential people better. Consumers are well aware of finding solutions that seem too good to be true, but because you use language directly from them, your copy is authentic and more likely to convert.
Wipe it, don’t write it
Survey mining is a (not so secret) weapon brand that can be used to give itself a competitive advantage. TS Eliot has famously said that “good writers borrow, great writers steal” and this feeling is as true today as ever.
If you want sticky, high-conversion messages to your website that get your target customers interested, there’s no better way than to wipe them out. Why write when you don’t have to?