Review Mining - Listen to what your prospects are saying
Review mining is the most fun. It's also something that gets easier and more interesting the more you do it.
Here's the idea behind review mining: people that are similar to your prospects are reviewing or talking about products, services, solutions and ideas that are similar to what you're selling or offering.
They're doing this online ---- in product reviews, in blog post comments, in forums.
They're doing this on Reddit, TripAdvisor, Yelp, Amazon and in niche marketplaces.
So your job is to go to those places and listen to them.
Here's what's great about it: review mining lets you go out and listen to what your "prospects", or people similar to your ideal customer, are saying... without interrupting them. Without filtering them.
Without worrying they're trying to impress you or find a suitable answer, as can often happen in interviews and surveys.
At Copy Hackers, some of our most winning copy was found online, in Amazon book reviews, in forums and even in customer and support emails.
>> We found the headline "If you think you need rehab, you do" in a book review for a book about alcoholism. That headline brought in more than 20% more leads for the rehab center, amounting to tens of thousands of dollars every single month.
>> Another example: we crafted the headline "Big Bum, Thick Waist, Not So Perky Boobs" out of the natural way women were talking about themselves on a forum. That headline, with an optimized button, brought in nearly 125% more clicks to start a trial.
>> And a third example: we found the winning headline "Eliminate Up to 99% of Paper" in a testimonial. When no other headline worked - and we tested several of them - that headline did.
Now, why did those lines of copy make the cut?
Why did we read them and decide to turn them into copy?
We started with a competitor content audit - we always do, and you always should.
So we knew that, in the case of the rehab center, competing rehabs were talking in a formal and almost condescending tone, and they were talking about themselves - not the addict or the addict's family.
We had cause to believe that there was a gap in messaging: we could be the rehab center that keeps it real.
So when we saw that very real, very simple line - "if you think you need rehab, you do" - written in the review of a recovering addict, it struck us that that was the "real" tone that just might work…
So start by assessing the space you're in. Identify gaps. Doubt the default.
Also, get better at simply listening. Your job when you're review mining - or doing any research for the purpose of writing great copy - is not to interpret or summarize the speaker. Your job is to listen.
Document what they say, as they say it.
Avoid summarizing as much as you can.
Summarizing is really best if you see recurring themes, like, "A good number of people are talking about how unreliable 12 step programs are" -- that's an insight that may help you later. If you find sticky language to support it, copy that verbatim.
If you can find your prospect's words and simply mirror them on the page, they're more likely to see themselves on the page and connect you with the better life they're looking for...
There's a worksheet for this lesson. Use it to categorize what you find when you go review mining.