I was on a call recently with a founder who'd spent three weeks rewriting his landing page.
He'd tested five different headlines. Tweaked the bullet points. Hired a designer to make it "pop."
Conversion rate? Still stuck at 1.8%.
Here's what I asked him: "When was the last time you actually listened to a customer describe why they bought from you?"
Long pause.
"Uh... I mean, we read reviews sometimes?"
And there it is. The trap almost every ecom falls into.
We write copy based on what we think the product does. Not what the customer actually experiences.
We say "premium quality" when they say "doesn't fall apart like the cheap ones."
We say "fast-acting formula" when they say "I finally stopped waking up at 3am."
We say "eco-friendly materials" when they say "I don't feel guilty anymore."
Here's the thing: Your best copy already exists.
It's in your support tickets. Your checkout surveys. The voice messages customers leave. The replies you get when you just ask a simple question.
The language is already there. Vivid. Honest. Exactly how real people talk when they're not trying to sound smart.
But most brands never bother to look.
They'd rather guess. Hire a copywriter to guess. Test different guesses against each other.
And wonder why nothing moves the needle.
I'm going to show you exactly how to stop guessing over the next few emails. How to find the language that's already working. And how to turn it into copy that actually converts.
But first, you need to understand why the research you're probably already doing is missing the good stuff.
More on that tomorrow.
For now, hit reply and tell me: What's the one product or page you've rewritten the most times without seeing results? Just curious where you're stuck.
See you tomorrow,
Jeremiah
P.S. Tomorrow I'm going to show you why the customer research you're probably already doing is missing the best stuff. It has to do with the three levels of honesty …and most brands never get past level one.
100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.
There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.
Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This often includes changing the specifics of their industry, what actually happened, or what we actually developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.