In this post, you’ll learn a super simple way to know your customer needs so you can write insanely good copy that will actually sell. The text on your website will determine whether a visitor pays you money to keep your business alive…or whether you’ll lose the sale.

The copy on your website is important because even if only 10% of your visitors will read your website’s long copy, those 10% are the people who are most likely to purchase what you’re selling anyway. Whether they are satisfied with their research on your website or whether they’ll bounce and give their money to someone else is entirely within your control.

Other than images and videos, the text on your website is pretty much the only other information that your customer will see. As such, it’s extremely important for you to perfect your copy.

In this post, I’ll show you 2 free ways you can easily upgrade your copy for your website so you can increase your conversion.

Free Method #1: Amazon Reviews

This method is straightforward: simply search for your product / something similar to your product on Amazon and see what people love and hate.

When reading the reviews, figure out what positive things people say about the product most frequently. Once you figure out these ‘most-loved’ features about the product, there’s 2 choices:

1. Make these features very prominent on your website. This will help you resonate the most with your customers.
2. If these features don’t exist for your product, consider switching products or upgrading your product to have these features. Though it’s likely that your product will have some of the most-loved features, in which case you want to display what you do have prominently.

In my example below, I am looking at projector stands. One click glance at the word cloud will indicate that people love the stand because it’s well made, and a lot of folks use it for outdoor movies. They also care a lot about how easy it is to adjust and assemble:

You could stop there if you’d like. But instead of only doing a quick glance, we highly recommend you read the reviews deeply as well. The reason for this is because they’ll mention details that aren’t easily picked up from the word clouds. If there are very long reviews, those are usually gems since they contain a lot of info about how they’re engaging with the product.

In our example though, I couldn’t find any super long reviews, but here’s some examples of details you wouldn’t be able to see (and therefore leverage for your copy) with just the word cloud:

As an example, in the first review you’ll notice that quality is a huge concern. In particular, people don’t want to just know it’s “sturdy” – they want to know that each connection is built so that it isn’t going to “wobble” in particular. Also, in the first review you’ll notice height is a concern. To weed out potential unhappy customers, you’d be wise to make the height dimensions very prominent so they don’t accidentally buy the product and be disappointed that the height isn’t a good fit.

In the second review, we see that the reviewer doesn’t care if the projector stand isn’t super tall. He mainly cares about “height adjustment” and “tilt,” which helps “fit the picture onto the screen.”

All the words I put in quotes are words that are coming out of the customer’s mouth. As such, it’d be a very smart thing to use those exact words in your copy and talk about how your product supports those exact words. The reason for this is because we want to be talking in our customer’s language, and not our own.

The more we can relate to our customers and speak their language, the more trust we build, the more relevant we are, and the more sales we’ll get.

As you can see, you can write next level copy without any creativity or colorful language at all. In fact, “less is more” in writing great copy. You’re literally mirroring the customers’ language back at them.

Amazon research shouldn’t take more than 15-30 minutes, depending on how in-depth you want to get. And because you’ll be writing your copy based on your customer’s preferences, you’ll most definitely see a lift in your conversion rate when compared to just guessing what your customer wants and how they talk.

Free Method #2: Post Purchase Survey App

The app below lets you survey your customers after they buy your product, and you can ask paying customers anything you want.

You can customize it so that it appears in a few different places after they purchase your product:

Though we normally just keep the default (location A).

There’s a lot of different questions to ask them, but I generally try to ask questions that will help our conversion rate. That is, I’ll ask:

1. “What made you almost not purchase with us today?”
2. “What made you purchase with us anyway?”

Since these are paying customers, their opinion is actually important. They’re not watching from the sidelines and just throwing opinions around without any skin in the game.

My strategy is simply this: Everything they answer for question #1, we’ll try to improve upon: whether it’s the shipping time, the level of customization they want, variants they’re looking for but don’t exist, size, shape, quality, etc. All of this is very important customer feedback because it’ll allow you to evolve your product over time to serve even more people.

Another crucial thing with the first question is they might give you an answer you don’t expect. Here’s what I mean: maybe you have some really great feature for your product, but you didn’t deem it worthy to put on your website. A lot of folks respond in the survey that they didn’t almost buy your product because they didn’t know if that great feature existed. Given that feedback, you can safely put that feature on your website and display it prominently so it’s very easy for visitors to know that great feature exists.

Question 2 is a bit more straightforward: these are the strengths of your website. If a lot of folks are saying that they bought because the reviews are good, then you might consider moving your reviews to a more prominent location (i.e. from the bottom of the page to right underneath the buy box). Or if they bought because of a certain feature X, you could put a button right next to your sticky add to cart to say “Read About Feature X.” This ensures that the breadwinner text in your website aren’t easily missed, and that you’ll maximize visitor exposure to your highest converting text on your website.

In sum, customer feedback lets you write better copy by allowing you to emphasize things they’re looking for and eliminating things they’re not.

Summary, And The Most Important Takeaway On How To Write Awesome Copy

In this post, we covered 2 free, and very fast, ways of writing awesome copy. First, we’ll use Amazon to do product research and see what the market thinks is important with regards to this product. Second, we’ll leverage new customers to make sure our website is top-notch and that your store’s visitors are getting the exact information that they need to make a purchasing decision.

While we highly recommend the 2 methods here, the most important thing to take away from this post is this: both methods revolve around obsessing over understanding what your customer really wants.

You don’t write great copy speculating what the customer wants, and you don’t write copy writing about what you want. The best copy comes from being completely aligned with what your target customer’s thinking so that you can maximize your chances at a conversion.

So, if you decide to use these 2 methods and/or some other novel method, keep in mind not just “what” you’re doing, but “why” we’re doing this: to send the customers a message that they’ll maximally resonate with so you’ll make the most out of each website visitor.

P.S.: This is a new blog and if you’ve found this helpful at all, it would mean the world to me if you were to share this post to someone that you think this post might benefit. It would also be immensely helpful to me if you could give me any feedback on the content at hello@goodmoneygoodlife.com