Better copy starts with understanding what your customers are actually thinking, saying, and trying to solve. Joanna Wiebe explains how voice-of-customer research can uncover the language that makes marketing more relevant, persuasive, and useful—and why even a handful of customer interviews can dramatically improve your messaging.
She also shares how to build a message matrix around the customer journey, use AI to organize and analyze customer insights, and avoid the trap of letting AI write generic copy for you. The goal isn’t to make your marketing sound more polished—it’s to say the right thing at the right moment so more of the right customers say yes.
00:00 Introduction
01:23 The Fastest Way to Research Your Customers
06:56 Why Customer Language Beats Marketing Copy
08:05 The Copy Selling System Explained
14:32 How to Train AI on Your Marketing Message
16:09 What AI Search Needs From Your Content
17:21 The Right Way to Use AI for Copywriting
20:51 Why AI Copy Still Sounds Wrong
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