Your customers write better headlines than you.

In partnership with

Founders spend weeks crafting the perfect pitch. They obsess over every word, and hunt for the magical phrase that converts.

Meanwhile, the best copy sits right in front of them.

Your customers wrote it already.

In their emails when something breaks. In reviews when they're excited. In casual conversations about your product.

Airbnb is a perfect example. They literally mine their reviews to build new features.

When guests kept writing "The view was amazing" or "Location was perfect for walking," Airbnb created location-based search filters plus highlight badges for properties with great views.

More recently, they launched "Guest Favorites" as a quality control feature that highlights top-rated properties all driven by patterns they found in review language.

The genius part? They do more than just read the reviews, they track specific phrases that show up repeatedly, then turn those insights into searchable features.

So when hundreds of guests write "felt like home" or "perfect for families," those become actual search categories and property highlights.

They're basically turning customer language into product features in real time.

The language your customers use is the language that sells. They know the problems better than you do. They feel the frustration more deeply. And when they find relief, they say exactly what other people need to hear.

Your job is to listen better, not write better copy.

Track the phrases that come up again and again. Notice which problems get mentioned first. Pay attention to the words they choose when they're not trying to impress anyone.

That's where your marketing messages hide. That's where authentic copy comes from.

Stop trying to sound clever. Start sounding like your customers.

They've already done the hard work for you.

Sit with:

When's the last time you actually read through your support emails for copy gold?

What would happen if you stopped creating copy and started collecting it?

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Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.