Products and services like yours already exist.

And you know what?

I bet there’s been people who have purchased and/or used those products and services and left some juicy reviews somewhere online.

That’s where online resources comes in.

You can read through reviews. Learn what people love, hate, are worried about.

Learn what their expectations and motivations are for solutions like yours. And even find really sticky messages.

The most underrated (and I’d argue important) skill that you need as a marketer today is simply the ability to write like a human.

It doesn’t matter if it’s an email we’re sending, copy on a landing page, or text in a tool-tip inside of our product, everything that we write has to be written in a way that our customers will understand and care about.

Okay… But is review mining actually that easy?

Alright, alright, alright… Before you you start searching through Amazon, Reddit, iTunes, Quora, YouTube comments, IMDB, etc.

You’re probably going to run into a question I get a lot: “What product should I look for?” 

Even if you aren’t building a consumer product, there are plenty of ways to find reviews.

Are you building a new marketing software platform? There won’t be reviews for marketing software platforms on Amazon, but there will be reviews for books about marketing.

So let me clarify, you are NOT trying to find reviews for products exactly like yours.

If you can, sweet, but that’s usually extremely rare.

What you’re trying to do is figure out how your future customers feel, what they think, and what they love, hate, worry about, etc.

Which means…

So it’s not about a shampoo. Or a vacation. Or a contractor. Or an app.

It’s always about the people. Always, always, always.

Having this mindset will carry you so much further in business than you could ever imagine.


So before you head to Reddit to see how to sell a hammer, ask yourself these questions:
  1. Who is my target audience?
  2. What solutions do I believe they want from us? What are their goals?
  3. What solutions might they be using today to achieve those goals?
  4. If those solutions are online, where are they?
To illustrate how this works, let’s use jeans.
  1. Who is my target audience?
    Short guys.
  2. What solutions do I believe they want from us?
    To find a decent pair of jeans that fit them.
  3. What solutions might they be using today to achieve those goals?
    Tailors, made to order, other companies like Peter Manning and For the Fit.
  4. If those solutions are online, where are they?
    Amazon reviews, reddit, blogs, youtube.

So what I’m going to do is head on over to and search, ‘peter manning’.

It doesn’t matter where you go looking for ideas, but the point is that there are copy ideas everywhere. Sometimes we just need to get out of our own heads a little bit in order to find them.

Categories: BusinessCopywriting