Get our top tips on copy-hacking, inspired by Joanna Wiebe from 'Copyhackers'.

1. z
Copyhacking
Tips from a Google Partners Podcast
(E41)

2. z
Intro to topic
Top tips
Discussion
03
06
07

3. Top Tips for Strategic Copywriting
Tips from Google Partners podcast with
Joanna Wiebe from ‘Copyhackers’. She
became successful by advising people how
to write copy that converts via hackernews.
‘Copy-hacking’ is essentially a term coined
to describe copy that you iterate on and
test frequently.
• Create copy that sparkles, engages,
convinces and converts.
• Good copy should move people to say yes to
something.
• Copy is your online sales person, so it’s vital
to optimise it so it can sell constantly.

4. Copy hacking tips
Customer data is a crucial tool that should inform all copy in your
digital marketing. You should NOT start from scratch with copy.
● TOP TIP: Listen to the real way that people
talk about themselves and their problems
and therefore what they’re looking for from
your brand. Look at the data NOT as a
market researcher but as a copywriter, what
is the language they’re using?
● TOP TIP: Test copy, iterate and test again.
● TOP TIP: Introduce Thank you page
surveys, to get people when they’re
receptive
• TOP TIP: Work out what level of
knowledge your customer has about
your product (how sophisticated your
market is) and how your copy can
serve that person best. (see stages
below)
• TOP TIP: Identify what stage
someone is in and move them
through to product/most aware stage.

5. Stages of awareness
They might be interested but not have identified their pain point
(these first three are purely educational stages)
Pain aware Moving towards an awareness of a possible solution
Solution aware They clearly understand the need for a solution (your product)
Most aware This stage and ‘product aware’ are the stages at which people
will buy from you.
Product aware They understand your solution and are moving towards
conversion
Unaware

6. Landing page copy tips
Use page frameworks for structure and formulas for headline
and body copy. Find more on this here.
● TOP TIP: If the awareness level is high go
for short/sharp copy. If level of knowledge is
low, then more education and therefore
amount of copy may be needed.
● TOP TIP: Be relentlessly focused on clarity.
In the case of landing pages, use true
creativity or strong brand personality only in
the HEADLINE AND SUB HEADING. E.g.
Apple
TOP FRAMEWORK:
Problem/Agitation/Solution
Address the problem first:
take a real problem that a customer has and
work this into your initial copy.
Agitation stage- Voice with real language
from customer data, giving real examples of
how their problem could be improved.
Solution stage- solve the pain point with your
product and strong call to action

7. Discussion
Take copy from data that the customer shares with
you. Customers will be interested in a product that
reflects their real life. People are into buying a
better version of themselves!
e.g. From search data, Facebook groups, product
reviews (or competitor product reviews), channels
which could be fed into a bit of copy, whether that’s
a landing page, a PPC headline, a blog tag line or
a social media post?
I’ve looked at some examples where we could take
customer lingo. Firstly, reviews of London
accommodation, secondly search data for Digirank
and thirdly a sub reddit on event venues in London.