HARPER WILDE’S VOC-LED EMAIL

We found this on Really Good Emails (shout out!) and although it's not the loudest or most obviously swipe-file-y bit of copy in the world, it went straight in because it's such a great example of using your customers' own words as copy.

We can't be sure, but we'd bet [insert something moderately valuable here] that this headline wasn't written by a copywriter, it was just lifted from some voice of customer research and put in this email.

And that's because "Actually" is one of the first words we Ctrl+F for when we're doing voice of customer research. It's the kind of word that only really winds up in reviews if a customer has been let down by your competitors before OR are genuinely surprised that your product delivered. And that's why it's such a valuable word to look for. It does so much heavy lifting because it implies "I've been here before and it didn't work. I wasn't expecting much. But this one actually delivers." And that's why we're pretty sure this email started life as a customer review. (Or was just written by a copywriter who spends their life in customer data.)

And by using that word, Harper Wilde create a headline that feels like it speaks directly to the customer that has had underwire bra after underwire bra let her down.

It sells their bra. It puts distance between them and the competition. And it lowers skepticism. All with a single one word. Smaaaaart.

In fact, voice of customer research consistently outperforms brand-generated copy precisely because it's unvarnished. Your customers don't write in marketing speak. They write in the language of their lived experiences. And brands that rework their copy using customer language see conversion rates increase precisely because it creates the instant feeling of being understood and seen.

Here's how to steal it: head over to Trustpilot or wherever and read your reviews. Ctrl+F for the word "actually." Then try "finally," "surprisingly," "didn't expect" or words like that. Start with words that signals surprise or relief because that's where the gold is. But then, keep reading. Look at how your brand makes customers feel. Look at how they feel about themselves after buying your brand. Absorb it all. We bet your next headline is hidden in there somewhere.