The "anti-marketing" moment

You've got the responses. Your inbox is full of customer language.

Now what?

Most people make the same mistake: They try to clean it up. Make it sound more "professional." More "on-brand."

Don't.

The magic is in the mess. The weird details. The stuff that sounds too specific or too strange to put in marketing copy.

I call these "anti-marketing" moments.

They're the opposite of what a copywriter would write. But they're exactly what makes someone stop scrolling and think, "Wait... how did they know that?"

Here's an example.

I used to own a brand that sold baby shoes. Standard marketing would say: "Stylish designs" or "Premium quality footwear."

Boring. Everyone says that.

But when we dug into customer feedback, we found something better.

Moms kept talking about the same thing: They'd post a photo of their kid wearing the shoes on Instagram, and strangers would stop them at Target to ask where they got them.

One mom said: "I got more compliments on my baby's shoes than on my own outfit."

That's an anti-marketing moment.

It's specific. It's social proof in a way that "stylish designs" will never be.

So we leaned into it and established a guarantee that the shoes would get "Soooo many compliments."

Sales skyrocketed.

Here's another one.

A brand selling a supplement for joint pain. Customers kept describing the same test: They'd take it for a week, then they’d unexpectedly start doing things they hadn’t done in a long time.

One guy said: "I got on the floor with my grandson and his blocks. My wife literally stopped and stared because I haven't done that in years."

That's proof a skeptic can believe.

Not "reduces joint discomfort." Not "improves mobility."

"I got on the floor with my grandson."

When you're reading through customer responses, look for:

Those are your gold mines.

The detail that sounds too specific to be made up? That's the detail that makes someone believe you're telling the truth.

Tomorrow I'll show you how to take this raw language and structure it into copy that actually converts.

But first, hit reply: What's the weirdest or most specific thing a customer has ever said about your product? Even if it sounds too strange to use.

See you tomorrow

Jeremiah

P.S. Tomorrow's email is the payoff … the simple framework that turns all this raw customer language into a headline and copy structure that actually sells. It's four blanks you fill in with their exact words. That's it.

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.