Joanna Wiebe
About this creator
Joanna Wiebe specializes in conversion copywriting and customer-research-driven messaging that improves clarity and sales outcomes.
Why they're in the library
Included for expertise in conversion copywriting and customer-research-driven messaging that improves clarity and sales outcomes.
Showing 200 digests for Joanna Wiebe.
How market sophistication should shape your copy length and strategy
Joanna Wiebe
September 3, 2025
Copywriting
9
Market research
6
- Low market sophistication forces you to sell the category, not just your product
- Competitor count is a fast proxy for how much copy you'll need
- High sophistication markets need differentiators, not education
The rule of one: how to focus copy and convert more
Joanna Wiebe
September 1, 2025
- One reader means the overlap of all your segments, not one persona.
- Your value prop must be irresistibly specific — vague offers don't convert.
- Every copy element has one job; breaking this rule weakens conversion.
Stages of awareness: writing copy that meets readers where they are
Joanna Wiebe
September 1, 2025
- Know your prospect's awareness stage before writing a word
- Most copywriting starts at product aware, not unaware
- Unconverted most-aware prospects signal an offer problem, not a copy problem
What conversion copywriting actually means and why it matters
Joanna Wiebe
August 31, 2025
Copywriting
9
Conversion rate optimisation
6
Closing techniques
5
- Copy is measured only on whether the prospect converts.
- Mass advertising buried sales-focused copy for 50 years.
- Data about your prospect comes first; creativity comes last.
Voice of customer data is the foundation of converting copy
Joanna Wiebe
August 30, 2025
Copywriting
9
Customer discovery
6
- Your best-converting messages live in customer words, not your head
- What customers say sets message order; how they say it sets the copy
- One round of VOC research fuels sales pages, emails, and ads
Write a standout headline using the "like a blank, unlike any blank" formula
Joanna Wiebe
August 20, 2025
- One formula produces a strong headline in under sixty seconds
- Fill both blanks with your product's generic category name
- Guesswork slows copy down more than lack of time does
How to turn familiar phrases into compelling copy headlines
Joanna Wiebe
August 20, 2025
- Borrow a phrase your audience trusts, then swap one word
- Google category sayings to find axioms worth hijacking
- Most substitutions fail — flag only the positive-framed wins
How to write headlines CMOs approve — and that still convert
Joanna Wiebe
August 20, 2025
Copywriting
9
Conversion rate optimisation
6
- The CMO is your first customer — win them before the visitor
- Creativity belongs only in headlines, not body copy
- Treat headlines as taglines using an idiom dictionary shortcut
Conversion rate optimisation
YouTube
How to keep customers from switching using alternatives pages
Joanna Wiebe
May 6, 2025
Conversion rate optimisation
9
Retention & loyalty
7
Copywriting
6
- Own the 'alternatives to your brand' search before competitors do
- Reddit reveals exactly why customers are considering leaving you
- A humble brag alternatives page can convert defectors back to you
The "when plus trigger" copywriting framework from classic TV ads
Joanna Wiebe
April 23, 2024
Copywriting
9
Closing techniques
6
- Name the trigger moment before pitching — readers imagine themselves in it
- Alka-Seltzer, Dristan, and Goodyear all use the same when-then structure
- Apply "when + trigger" to ads, headlines, and onboarding emails
From fiction writer to e-commerce conversion copywriter: Lindsay Redifer
Joanna Wiebe
November 12, 2023
Copywriting
9
Prospecting & outreach
7
Work-life balance
6
- Ghost writing fiction is surprisingly direct training for conversion copy
- About pages are highly visited yet where most businesses fail hardest
- Freelancers who already know AI earn significantly more from clients
How a reluctant freelancer built a stable copywriting business
Joanna Wiebe
November 5, 2023
Case studies
10
Productivity & habits
7
Content marketing
6
- Why not being entrepreneur-wired can be a freelance advantage
- Referrals flow from strategy conversations, not just delivered work
- Quick wins need foundational processes or they disappear
AI tools & automation
YouTube
Using AI to build and test an email campaign persona
Joanna Wiebe
November 1, 2023
AI tools & automation
9
Email marketing
7
- ChatGPT simulates a customer persona to review your emails before sending.
- Test specific user behaviours — like hesitation to buy — mid-sequence.
- A/B test email variants through the same persona before any real audience sees them.
Founder interviews
YouTube
From accounting to freelance copywriter: 14 years specialising in SaaS
Joanna Wiebe
October 29, 2023
Founder interviews
8
Copywriting
6
Identity & self-belief
5
- Most copywriting courses skip the part that matters: selling yourself
- Discovery calls reveal bad clients before they cost you
- Niche down by noticing which clients you already love
Four core lessons from Conversion Copywriting 101
Joanna Wiebe
October 25, 2023
Copywriting
9
Conversion rate optimisation
6
- Conversion copy is about engineering a yes, not wordsmithing.
- Voice-of-customer research — not instinct — builds strong value props.
- One page, one goal: every element guides visitors to a single action.