Message mining: your secret weapon for writing copy that converts

You’ve landed on this blog post because you want to write (or have someone write for you) copy that makes your dream customers dig out their wallets. So let’s get straight to it. In this article, I’ll unpack one of the simplest secret weapons to carry up your conversion copywriting sleeve: message mining. 

Keep reading to find out what message mining is, why you should use it, what you can use it for, and some steps for getting started.

What is message mining?

Message mining is the process of searching the internet for examples of what your customers and ideal customers say about your product and similar products, analysing the examples for patterns, and then using that in your own messaging. It’s the more acceptable equivalent of holding up a glass to the living room wall of your customers and prospects and using their words to write your copy. Joanna Wiebe, the original conversion copywriter, says: “Instead of writing your message, steal it. Steal it directly from your prospects.”

Why use message mining? 

You’ll increase conversions

By getting into the nitty gritty of what your customers and prospects think about your product, you’ll gain a deeper understanding of why they made the purchase - the pain points and problems that led up to that moment, as well as any purchase anxieties they may have had. You can then splash those pain points across your website and marketing material and position your product as the solution, while soothing any doubts. By analysing customer messaging, you’ll also discover the idiosyncrasies of how they speak, and you can let the customer’s voice shine through in your copywriting. 

Your customers and prospects will resonate with this kind of writing in a way that they certainly wouldn’t if you were basing it all on educated guesses. 

What can you use message mining for? 

1) Identifying core messages

Message mining helps you identify your core messages, and this is what you will use to piece together conversion-boosting copy for your homepage, landing pages, marketing emails and more. 

These core messages include:

• Pain points - problems your customers were having that led them to buy your product or solution. These are invaluable for classic copywriting formulas such as PAS (problem - agitation - solution).

• Value - including the benefits of using your product, why your product is better than others, and delightful product features

• Purchase anxiety - what might be putting prospects off of purchasing and what were the risks your customers felt they were taking by purchasing your product or service

2) Swiping sticky copy

Sticky copy is writing that snaps the reader out of a skimming trance and catches their attention. It can be an unfamiliar word or an unusual analogy, for example. And you know what? Your customers are some of the best writers of sticky copy. 

They’ll use jargon, abbreviations and interesting turns of phrases you might not have thought of or associated with your product. But all that stuff is copywriting GOLD. When added into your copy, it will make your writing pop and fizz with the energy that your ideal customer is looking for. 

Let’s take Squarespace as an example. Here are a few examples of sticky copy I found when I did a little search through their Trustpilot reviews:

“Great morale booster for a new website entrepreneur!” - The use of “morale booster” is interesting here and it gives an insight into how a website builder can affect a business owner’s spirit.

“Thanks for rescuing me from the Google nightmare.” - This reviewer has written a Squarespace fairytale in eight words.

“I love my website so much and I feel it’s a living, breathing organic representation of me and my work.” - This is a fabulously dramatic way to verbalise the feeling of having created your dream website.

If we were doing a full message mining review, we’d add these eye-catching phrases to the ‘swipeable copy’ column in our message mining spreadsheet, and once we’d qualified them as being indicative of how lots of our customers think, we’d cherry-pick the best parts for our copy.

Getting started with message mining

Message mining sources

Firstly, you’ll need to think about where to gather your messages from. The best place to start is your own customer interviews. Go through the transcripts, listen back to the calls and make a note of anything that grabs your attention. The same goes for your own surveys (for example, any web pop-ups or email surveys you may have undertaken). Then you can move onto review sites and other sources, such as Facebook and LinkedIn groups. 

Organising messages into a spreadsheet

You’ll need to organise your customer quotes in a spreadsheet specifically organised for message mining, so have this prepared before you begin gathering messages. This will enable you to sort customer quotes by core messages, pick out your swipeable stick copy and generally dig into patterns and themes. 

Message mining starter package

Want to get a jump start on your message mining project with a conversion copywriting-trained copywriter by your side?

With my message mining starter package, I’ll do the heavy lifting for you. We’ll have a planning call to discuss your goals and then I’ll spend 2 hours collecting and analysing your customer messages, sorting them for patterns, and extracting insights. You’ll also get lifetime access to my message mining spreadsheet and form templates. 

Learn more about the message mining starter package.