All the best copy [is] words you've stolen from the customers themselves.

• [2:09] The best copy comes straight from the mouths of customers
• [3:46] You can't sell to an audience you don't understand.
• [6:02] Structuring your research is important, so you can better identify good copy when you see it.
• [6:24] Joel wants to hear about people's experience. Here's the specific questions he asks to learn about them.
• [8:31] Taking copy straight from customers mouths is more compelling and specific. It makes you stand out from what your competitors are saying.
• [10:07] Joel uses text analyzer to identify recurring phrases from his research.
• [10:52] Companies default to their own internal language, but you have to speak to customers in a language they understand
• [13:00] How Joel used this process at HubSpot to make meaningful copy changes that resulted in a 35% increase in demo requests and a 27% increase in inbound call volume.
• [16:28] Joel works on anchoring new ideas for copy in known concepts to make it easier to digest.
• [18:16] Get specific, but not so specific your audience can't relate
• [21:44] Copy is more agile than design. It takes just a few minutes to change, so the best test is to actually deploy it to market.
• [26:35] Copy can help establish the order of operations for users, and work with design from the start to create something better than adding on copy later.
• [34:32] How Joel approaches copy for startups that don't have any data or customers yet.
• [35:51] How Joel uses insights from churned customers to write better copy and understand where promises weren't kept.
• [37:02] Ask your sales team "what question do you wish you never got asked again?" to identify gaps in your copy.
• [37:34] How Joel used chat bot data to help an online divorce startup net an extra 165k in revenue by answering questions their users needed answers to.
• [45:22] Every job Joel's had since university was something he didn't know existed until he started doing it.