The Growth Vault

“The waiter slapped me across the face with a baguette, and I didn’t know why.”

This opening line to a story is significantly better than the more commonly used, “my vacation to Paris was a disaster.”

But why?

They both induce curiosity and beg a follow-up question.

The problem with the second, more general one is that only someone who cares about the person speaking would bother to ask a follow up.

It’s simply too risky.

You might be about to receive a banal story about waiting in lines at the Eiffel Tower or a French person being rude to you for speaking English.

The first, however, puts you right into the action of a specific moment

Your brain instantly paints the scene:

• You see the cute French café
• You see the waiter’s outfit
• You see his funny mustache.
• You see him swing a baguette across the person’s face 

It’s tangible. It’s hilarious.

And then it leaves you with a mystery.

“What do you mean you didn’t know why he slapped you with a baguette? What happened?”

You’re hooked. You’re invested.

Better yet, you’ll be miserable if you don’t hear the conclusion.

This is what Matt Dick calls “Anchor in a specific moment” in his book Storyworthy.

And it’s precisely what you need to get people invested in your stories.

Why anchoring in a specific moment works

#1. Clarity for the listener/reader:

A specific moment helps your audience visualize what’s happening immediately. It gives them something tangible to latch onto rather than vague descriptions.

It also removes the risk of asking a follow-up question to a generic opener. They’re already hearing the story and know that they’re interested. 

#2. Eliminates rambling

When you anchor your story in a moment, you avoid rambling on about random details that matter to you but don’t matter to the story—starting with a clear "where and when" lets you get to the interesting bits faster.

This is what Wes Kao calls finding the “Minimum Viable Backstory” when she recommends, “Start right before you get eaten by the bear.

#3. Creates a sense of time and place: 

Anchoring helps orient the audience. They immediately know where they are, when this is happening, and often what’s at stake—pulling them into the story.

How to anchor effectively

1. Start in the middle of the action: Open your story by describing something happening right now rather than explaining what led up to it.
   1. Example (weak): "When I was in college, I used to do a lot of embarrassing things."
   2. Example (strong): "I was standing on a cafeteria table, pantsless, holding a loaf of bread over my head like a trophy."
2. Use the five senses: Use sensory details to help the audience see, hear, or feel what’s happening.
   1. "The cold metal of the handcuffs clicked shut around my wrists."
3. Avoid broad generalizations: Sentences like “It was a normal day, until....” or “Life was good” are too abstract (and cliché). Be specific and drop us into the moment that matters.
4. Don't make me wait: Every story is about a transformation. The opening anchors us as close to that moment of change as possible so we can follow the journey.

Let’s dissect a famous example

“Not for the first time, an argument had broken out over breakfast at number four, Privet Drive.”

Here's what's powerful about this opener to the Chamber of Secrets:

• Economical and direct: One sentence sets the scene, introduces conflict, hints about who’s involved and perhaps what it’s about, and establishes a pattern (this happens often).
• Immediacy: We’re thrown straight into the argument, bypassing unnecessary description.
• Colorful writing: Starting with “not for the first time” makes the sentence stand out and frames it in a negative (leaning into the Negativity Bias)
• Specificity: “Number four, Privet Drive” anchors the story in a precise location—that’s well known to fans, so they instantly know who might be wondering and start wondering what they’re arguing back this time.

 It’s a powerful opener that’s doing a lot of work in a short amount of time.

“But I’m a startup founder. What do I care about  telling stories!??”

Because humans are obsessed with stories and narratives:

• Christmas is a story.
• The concept of what “The United States” is is a story.
• The rising popularity of personal branding is a story.
• Bitcoin, gold, and money are shared narratives and concepts that have value because we believe that story.
• The US dollar goes up because people start believing a story that people start spreading because of Trump getting elected who got elected because of stories he and others told about him and the future that would unfold if he was elected. 
• Tesla’s stock shoots up because Elon tells a story of a future where people don’t need to own cars because there’s a fleet of autonomous cars driving everyone around for super cheap.
  • He first told this story back when the tech wasn't remotely close to doing that, but he sold the dream, which helped keep the company afloat long enough to the moment when we were getting close.

Stories are powerful.

Use stories to your advantage to:

• Sell your product
• Get investors
• Convinces people to invest years of their career at your startup

Ad creative (imagery) is the number one way to make your ads profitable—or not.

Your job as a marketer is to:

1. Think out of the box
2. Draw inspiration from others
3. Make it clear what you sell
4. Make it hooky and to the point

Here are two great ad campaigns to learn from:

Chirps: Sharon, not Karen

2.4M views on YouTube and 5.6M views on Facebook.

And a lot of love in comments:

And it’s just an ad. An ad one of our team members saw on TV of all places.

What this ad does well:

• It starts in “TikTok format,” showing a woman yelling at people. This is a big “pattern interrupt” when you’re watching on a TV where everything has a high production value and is in a landscape format.
• It plays off of the popularity of the “Karen” meme, and who doesn’t love the spicy outrage from watching a Karen yell at someone?
• If you notice the comments on Facebook, many people are tagging their friends named Sharon. It's a perfect excuse to engage and spread it.
• It then switches to reality TV/documentary style with a dynamic back and forth between her, her Karen-like actions, and her husband’s take.
• It transitions to the product nicely and pitches it in a funny way that keeps you watching. It’s not a robotic ad read.

Gett’s black cab ads

Gett is an Uber competitor. They’re much smaller and can’t compete on speed, cost, brand recognition, or ad spend.

Here are the ads they made to display in London to advertise their taxi booking service.

For context: The ubiquitous taxi in the UK is the “black cab.” A big car that looks straight out of the 1950’s:

What these ads do well:

• They’re fighting a different fight. Uber and Lyft battle over cost, wait times, and ride options. They’re basically the same app. Instead, Gett focuses on the benefits of the quirky black cab: they’re big, they use bus lanes, they’re iconic, and they’re a great way to show up to a fancy event in heels.
• They’re funny, memorable, clever, and tongue-in-cheek. It leaves you with a positive association with the brand—which a lot of ads do not.

One of the most important metrics for an ad is memorability. It’s rare that someone sees an ad and immediately buys, particularly for in-person ads, but even digital ads.

Typically, people hear about a brand or product dozens of times when they don’t need it. Then a Trigger Event causes them to finally take action. They’ll typically buy the ones that first come to mind that they have positive associations with.

Creative, rhyming, and tongue-in-cheek copy help make you the one they think of.

Additional resources for ads

1. 52 growth tactics about Ads. And 55 on Copywriting.
2. Our popular Growth Guide’s Making Ads and Running Ads sections.
3. Browse our Ad Vault (a library of 164 curated ads) or the Meta Ad Library.
4. We can run your ads for you. Everyone on our ads team has 10+ years of experience.
5. I also recommend saving great ads to find as inspiration. Save them to Facebook, Instagram, Notion, mymind, or whatever tool you prefer.

SEO articles are not “one and done.”

It’s an iterative process that depends on how well the article is ranking and its trajectory. 

First, here’s evidence of WHY you should consider this. SEO expert Tim Hanson updated some stale articles when he discovered they were trending downwards. You can see the difference they made:

Here’s Tim’s process:

1. Pop up Search Console every quarter.
2. Go through all your articles that are at least a few months old. Find articles that are trending downwards and add them to a list.
3. For each page on that list, apply the below changes depending on how they currently rank.

Ranking 1-7 and getting traffic

These are the articles doing well. They rank for their target keywords and get a decent number of eyes and clicks. Once an article gets 100+ visitors a week change your goal from SEO increases (views) to conversion increases (sign ups, purchases).

Consider things like:

• Adding CTA’s/signups/relevant next blogs
• Adding videos to go deeper
• Creating lead magnets and content upgrades
• Potentially adding more context to the article

Do not fundamentally change the concept of the content.

Google has placed it high for a reason, and that reason is usually the “feel of the whole blog”. Don’t change that. Changing that more often than not results in losing rank.

Position 8-25

Content ranking here is on the right track, but needs a little something extra.

Often the article is not addressing the actual search intent. Why are people searching what they’re searching for? Are you actually answering that question or just addressing it? Are you answer their next question?

You’ll want to add things like

• Core keyword in the H1/H2’s. You’re likely missing it
• Shorter paragraphs and bullet lists to making skimming easier (improve readability)
• More internal links
• More focus on the key search intent
• Expanding further to answer their “next question”

Pos 25+

Assuming the blog is at least a few months old, it’s likely stuck.

The most common reason why it’s stuck is it doesn’t match search at all. It’s not even close. Go and take a deeper look at the pages ranking for the keyword you’re going for. See what patterns they all follow.

How are they talking about the keyword/keyphrase you’re trying to rank for? More than likely you’re missing something obvious that 5+ pages on the SERPs are doing well.

The second most common reason why you’re not ranking? Likely word count. Check the average word count and make sure you’re matching that average. Shorter is unfortunately not considered better in SEO most of the time.

Pos 50+

Rewrite entirely. If you’ve been holding this position for your core keyword for 6-12 months. You likely need to rewrite the whole thing. No one is ever going to see this page.

Quick note

The problem with content marketing is that every time you publish something, you're giving yourself future homework to edit and update it in the future—especially if it's about topics that shift and update frequently. This can become quite unwieldy quickly.

It's one of many reasons we recommend less, but better content.

Some SEO resources

• Our past and future tactics about SEO and Content Marketing.
• Newsletters/blogs from SEO creators like Kevin Indig, Eli Schwartz, Backlinko, and Marie Haynes
• Some of our fave SEO tools: ahrefs, Semrush, Exploding Topics, and Surfer.

Look closely at most successful creators and you'll notice something. For example, let's take a look at MrBeast's YouTube channel:

Just in his last 20 videos, you can see a few repeat formats:

1. $1 vs $XXXXXXXX [thing]
2. [something] vs [adjective] [something else]
3. I [verb] X [thing]
4. World's [superlative] [thing]
5. Somebody surviving something and winning money

You'll also notice his thumbnails have recurring elements. And the videos themselves follow a certain structural pattern.

There are a few great reasons to find repeatable formats:

1. If you like $1 vs $1,000,000 Hotel, you'll probably like $1 vs $1,000,000,000 Yacht. Which in itself is smart because:
   1. It's easy for the YouTube algorithm to know what to recommend next.
   2. It's easy for your audience to decide what they should watch next. It's de-risked that they're going to like it.
2. If it ain't broke, don't fix it. Hence, the 5,000 Marvel movies. Every piece of content is an investment. You de-risk the investment by repeating what worked in the past.
3. It's less effort. This newsletter has a repeat format: Intro → sponsors → 3 growth tactics → news → something fun → outro. I'm not reinventing the wheel each time. I know what a "growth tactic" looks like. I like to say it's more like "filling in the blanks."

Get creative and find your repeatable content formats. Then, you can be creative within those boundaries.

Note: This concept also applies to ads :). If you find something that works, keep experimenting with that idea.

"This reminds me of that time I was in a witch’s coven in France."

7 years ago in Thailand, I learned the power of a strong hook from a quirky German man.

He had spent the past year backpacking around Asia when I met him. His most profound skill was finding the perfect one-liner to hook you into one of his travel stories.

One that makes you immediately stop and say: “Wait, what? Go on...”

His line about a French witch’s coven is a perfect example. The actual story is just of him and 3 ladies at a music festival in France deciding to call their group a “witch’s coven.”

There are infinite ways he could have introduced the story where I'd halfheartedly listen to another story about partying. But this opener got me extremely invested in the story.

A hook is the opening to anything you want people to pay attention to

Whether it’s a:

• Ad
• Social post
• YouTube video
• Cold email/DM
• Fundraising pitch
• Newsletter tactic 😜

Or even a quirky travel story including French witches.

People are gone if you don’t intrigue them immediately.

Because hooks are so important, I've compiled various free resources as I've grown my LinkedIn audience to 58,000 followers. Here they are:

1. The Hook Vault. We used Readwise's list of top Twitter thread creators and analyzed the top 4 hooks from the top 100 creators. We'll expand this as time goes on.
2. Un-ignorable Hooks Email Course. After analyzing hundreds of hooks, patterns emerged. In this course, I teach the 11 fundamental ways to hook someone.
3. Breakdown of the top 26 hooks on Twitter. Each hook is color-coded to show the smart thing each creator did to hook you.
4. An analysis of the top 20 female creator's hook. Due to the total lack of gender diversity of the top 100 creators, I created one for the top 20 women.
5. An analysis of 12 ways to hook with Thumbnails. A hook can be an image too.

We've taught 1596 founders how to build their personal audience. The lesson on hooks is a favorite of every cohort. All of the lesson contents (and more) are in the resources above!

What works for others is more likely to work for you. So it's time to audit your competitors.

The goal is not to steal directly from your competitor's, it's to learn from their success.

And I don't mean your direct competitors. As I said above, you don't want to risk looking too similar to them. Instead, you want to look at other companies that:

1. Target the same audience. Affluent parents. 20-year-old college guys. Hard-core programmers. You have to sell to each of them in completely different ways.
2. Monetize in a similar way. Freemium SaaS, a high-ticket services, and physical. You have to sell each of them in completely differently ways.

They do not need to sell the same thing as you. Instead, you want to see how they're capturing and converting the attention of your audience.

Go to Crunchbase and find companies that fit this bill—preferably ones that are larger and older than your startup as they're hopefully more sophisticated.

Next audit their:

1. Ads
2. Onboarding
3. A/B Tests
4. Content
5. Tech stack
6. Their social media

Read our Growth Guide for a step-by-step instruction on how to do the audit.

Why is all this competitive analysis work worth it? Four reasons:

1. You learn how your audience's attention is already captured and converted.
2. You learn common growth patterns and adopt them as your starting point.
3. You find great ideas you’ve overlooked.
4. You learn what the norms are, particularly for competitors’ ads and landing pages, so you can break them to stand out from everyone else—to rise above the noise.

That last point is key. I'll repeat it a lot.

Us marketers are nerds. We love judging the ads in our feeds.

Like this Facebook ad from Nood, the makers of hair removal products. Let’s break down what makes it so effective.

This stopped me (Joyce) in my tracks for a few reasons:

First, the creative is a black and white hand-drawn image—a far cry from every other sleekly designed ad on Facebook and a good example of a pattern interrupt. It also made me wonder, "What exactly is going on here?"

That brings us to the copy, which takes a “story first, product second” approach. Take a look:

“Well it happened… our designers went on vacation and now the marketing team is on their own creating ads.”

Nothing about the actual product until the next line.

“But we don’t need fancy graphic design to get our message across: The Flasher 2.0 provides Permanent Hair Reduction in the comfort of your home.”

This is a clever and entertaining way to sell your product, no flashy visuals needed.

And even though the ad copy is long, people actually read it all. You can tell because it ends with Nood inviting readers to draw a better ad for a chance to win a prize. And plenty of people actually shared their drawings in the comments!

Taking full advantage, Nood repurposed one for a retargeting campaign.

Ricky from Trailer Park Boys would say that’s "4 birds getting stoned at once." The ad:

• Sells Nood’s product
• Incentivizes people to engage
• Generates creative for future ad campaigns
• Personalizes the brand to make it more fun

In honor of the less hyped-up 3-leaf clover ☘️, here are 3 rules of 3 we recommend following. 

The rule of 3 in advertising:  

Never include more than three pieces of information in an ad. Example: This ad from Biddyco has: 1) a before & after, 2) product features, 3) a review. Brand awareness magic!

The rule of 3 in copywriting:  

Three is the minimum number that makes a pattern, and people are pattern seekers. Group items in threes to make them more memorable.

The 3 (science-backed) rules of good writing (via Ariyh):

1. Use short, common, concrete words.
2. And short, simple sentences with active voice.
3. To keep your readers’ attention, keep your tone excited, anxious, or hopeful. People are more likely to continue reading if their emotions are stirred up, versus language that’s less stimulating—or just sad.

Each of those rules is pretty straightforward, right? A nice reminder that simplicity packs a powerful punch.

(Btw, there are a LOT of threes in marketing. There’s also the 3% rule and the cult of three clicks! Are there other rules of 3 you use and love?)

Which one stands out the most?

We’ll bet it was the Pringles. Unlike the other two brands (and dozens of other chip brands that come in crinkly rectangular bags), Pringles come in a tube.

This is a pattern interrupt—something that breaks the norm.

Pattern interrupts grab attention.

They draw your eye even if they're inherently LESS noticeable than the competition:

🌈🌈🌈🌈🌈🌈🌈🦾🌈🌈🌈🌈🌈🌈

And in a crowded market, they make your business stand out.

To get in front of more leads, try incorporating pattern interrupts. Some ideas:

1) Like the Pringles example, give your product distinctive packaging.

2) If most companies in your industry have a certain aesthetic, make yours the complete opposite.  

Think of how Liquid Death embraced hardcore branding in the minimalist world of bottled water.

3) Use unusual imagery in your ads.

Ever seen Squatty Potty’s pooping unicorn commercial? Or Poo-Pourri’s “Girls Don’t Poop” ad? These videos got a lot of attention because of their weird visuals. (The bathroom humor just happens to be a coincidence—but we’re not not saying it’s worth a shot.)

4) Along the same lines, use contrasting colors in your ads.

The agency Biddyco used neon colors in its Facebook ads for the cereal brand Magic Spoon. Compared to everyday photos from friends and family in your feed, these bright shades were a total scroll-stopper.

5) Plan a different kind of event.

Instead of organizing a generic marketing conference, the SaaS brand SparkToro hosted an event where each speaker told a story they'd never shared before. Sessions were short—30 minutes max—and nothing was recorded. This made speakers more comfortable with being vulnerable and incentivized people to tune in live.

The robots are here. Our jobs are lost.

At least to some content marketers, ChatGPT and other AI writing services are seen as a threat to their livelihoods.

But rather than oppose these innovations, we think it’s better to leverage them as another tool in your content arsenal.

Specifically, by using AI to create content outlines.

Software architect Mohammed Osman tested this by asking ChatGPT for a blog post outline about a highly technical topic (C# abstract factory design pattern—huh?).

And ChatGPT delivered.

Why give it a shot?

You can save hours on SEO research.

Since ChatGPT was trained with text from around the web, the outlines it produces reflect how content about a given topic is generally structured.

We don’t advise using ChatGPT to do all of your content creation work, though.

For one, it’s not there yet. The quality isn't the best and GPT3 is notorious for making stuff up if it doesn't know the answer.

Also, Google will find and penalize AI-generated content. Guaranteed.

For now, stick to asking our robot overlords for an outline. It’s much easier to edit than to overcome Blank Page Syndrome.

Then apply your creative adjustments and fresh perspective—something purely AI-generated content can’t do.

Consumer research often focuses on opinions, not stories. That’s missing a big opportunity.

Example of research that leans into opinions, not stories:

• Asking a customer, “What’s your favorite feature of our product?”
• Instead of, “Tell me about a time when our product added value to your life.”

Customer storytelling can reveal unfiltered perspectives and add context and depth to your consumer insights. And it’s grounded in real-world usage, not hypotheticals.

A simple way to gather customer stories is through digital ethnography. That’s the practice of studying your customers in the real world—and you should be doing it regularly.

We asked Eun Suk Rafael Gi, VP of Growth at our agency Bell Curve, for tips on conducting digital ethnography. Here are three he shared.

• Join customers’ online communities: “Understand what social platforms / communities your audience participates in, and join those communities,” Raf said. “Be an active listener; better yet, be an active participant. This roleplay will allow you to spend some time in your customers’ shoes and give you a more intuitive understanding of your audience.”
• Look for patterns: Don’t just look at the words people use. Focus on the intensity of posts and comments. What do people post about most often? What do they post about most “loudly”?
• Study your own profile: Review your company’s social media accounts. Who is following and engaging with you? If followers’ profiles are public, look at what kinds of pictures, posts, and stories they’ve shared to understand what motivates them.

Get inventive with it—think through all the ways you can find, engage with, and study behavior both on- and off-line. As Raf puts it, “Your creativity and curiosity set the bounds for what you’ll uncover.”

How most companies do keyword research: Build a giant list of top-of-funnel keywords. Then move down the funnel toward conversion.

How most B2B companies should do keyword research: Target prospects who are already close to converting.

This is “pain-point SEO”: Identify your prospects' main questions and pain points, then find relevant keyword opportunities that address those topics.

If you focus on high-intent keywords around customer pain points, your content will have a much better chance of converting people immediately, even if the search volume is low.

How to uncover pain points:

• Study forums and communities where people discuss topics related to your product, like Reddit and Quora. Then enter their URLs into your keyword tool to find out what keywords they rank highly for. Example: A Reddit post at r/Entrepreneur ranks #4 on Google for the keyword phrase “starting a business with 50k.”
• Interact with your customers via interviews, phone calls, and surveys. Ask them what problem they were looking to solve before stumbling across your business. And how they would describe your product/service to a friend who knows nothing about it.
• Talk to your sales/CX team. You’ll get great insights into the problems customers are trying to solve, and any objections they might have.

Take notes and look for patterns. Turn the most common use cases, questions, and problems into content ideas. Then use Ahrefs to size up the opportunity of keywords that tie into those pain points and intents.

Once you have a handful of keywords, pop them into Clearscope. Run a report on each to gain AI-backed insights into how to rank for it.*

* Clearscope is our sponsor, but our content team was using their reports for SEO well before we partnered with them. Demand Curve readers can get up to three complimentary Clearscope reports. Head over here to get your free reports.

Roughly 50% of Twitter engagement happens within the first hour of posting.

This means apart from creating interesting social content, timing is crucial for getting your tweet seen.

And according to an analysis of more than 7.6 million Twitter likes and 139,000 follows, you should decide when to post your content based on the type of content you post.

In short:

• Post in the morning if your content is educational in nature.
• This includes how-to guides and business/science news.
• Example: Much of the New York Times’ tweets
• Post in the evening or late afternoon if your content provides immediate gratification.
• This includes memes, celebrity gossip, food pics, and promotional offers, like a flash sale.
• Examples: Entertainment Weekly, McDonald’s

Your Twitter posts are more likely to get higher engagement if you follow this pattern. In fact, this trend even applies on weekends, and to subjects that aren’t relevant to work.

Researchers suspect that this is because our self-control declines over the course of the day—making us prefer more immediately gratifying content in the evening.

To plan your Twitter posts accordingly:

• Categorize your content into two types: educational and entertaining.
• Schedule educational posts to go live before 4 pm and entertaining posts for after this point.
• If you primarily focus on one category of content, adjust your publishing time accordingly.
• Consider experimenting with the timing of your content on other channels, e.g., Facebook, Instagram, even email.

Dark mode is becoming more available across all apps, browsers, devices, and email inboxes.

Some surveys suggest that 90%+ of users prefer dark mode wherever it’s available. Even if the 90% is overestimated, it’s safe to say that a large percentage of users experience the internet through dark mode.

So if you’re designing ad creatives solely with light mode in mind, your ads’ CTRs might be taking a beating.

Why? Colors appear differently. With dark mode turned on, contrasting ads originally created for light mode may blend in.

To earn more users’ attention, consider designing and optimizing ad creatives for dark mode:

• Use a patterned or textured background to keep your ad from blending into the surrounding site.
• Choose a color other than black or white for your creative’s background; this will make it stand out in both light and dark mode.
• If you’re showing a product screenshot that blends into the surrounding site, consider adding a frame along the edges of the creative to make it stand out.
• Avoid using thin font weights, which are less readable against a dark background. (Visibility worsens when viewed in dark mode.)
• Create different versions of your existing ads to test colors opposite to those currently used.

Most SEO marketers have been in this situation before:

You've tried just about everything to get a page to rank, yet nothing is working.

The problem might be your "semantic relevance" score. Google uses multiple algorithms to decide who to rank and who to tank. TF-IDF is the “relevance-scoring” algorithm used to measure language patterns and discern whose content does the best job of servicing the target keyword.

All things equal, pages with higher semantic relevance scores are rewarded with higher rankings.

If you've got pages that aren't ranking, consider these steps:

1. Download WebSite Auditor, which analyzes the semantic relevance of your competitors’ pages and compares them against your own
2. Install, and navigate to Content Analysis > TF-IDF
3. Copy and paste the laggard’s url and accompanying keyword(s)
4. Click “Run Audit”

When complete, you’ll see a full list of every relevant word and phrase missing from your content, along with recommendations for how to include them on the page.

Add all missing terms (there will likely be many), re-publish, and you're done.

We've seen sites climb to top positions using this simple method.

Sometimes the best marketing messages come straight from the customer.

When you uncover your customers' motivations and expectations—and the language they use to express those feelings—you can take what they say and mirror it back to them in your copy.

Mining reviews is a great way to source copywriting gold. Here’s how to do it:

Go where your prospects are leaving reviews online (Amazon, Google, even Reddit).

Parse through reviews for products or services that address the same core problems that yours does.

Pay attention to descriptive language. Look for patterns. Flag anything that resonates and add the best reviews and copy snippets to a spreadsheet with these three columns:

1. Memorable phrases
2. What people want
3. What people are emotionally reacting to

Fill it up, then read through them again and you’ll notice the recurring frustrations, questions, statements, and experiences—what’s most important to your prospects.

Use these new insights to update and test:

• Headline copy on your homepage
• Product messaging
• Value propositions

Review mining lets you build a valuable swipe file to help spruce up your copy and messaging. You can take it a step further and use the insights to build better products.