Reference the customer reviews of related products to create high-converting copy that matches the language and concerns of your market.
That's how Joanna Wiebe of Copy Hackers found copy that got 400% more clicks and 20% more lead generation compared to the control. As she was creating copy for a rehab center, she combed reviews of books geared towards addicts or their families where she found the line, "If you think you need rehab, you do," which seemed to resonate with a lot of readers. She added the line to the landing page and had resounding success. Wiebe says this is especially useful as a pre-launch tactic for those who don't yet have any customer reviews of their own. Go to where related products are sold, like the App Store or Amazon, and pull out the stickiest messages that appear repeatedly or have lots of upvotes.
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