Mind Reading Isn't Plagiarism
How To Ethically Take The Words Out Of Your Audience's Mouth
If your copy isn’t converting, it’s probably because you’re saying what you want to say instead of what your audience needs to hear.
The best copy doesn’t just sound good—it makes people feel seen. It’s like reading something and thinking, “Omg, this was written just for me.”
And that’s not an accident.
How Great Copy Works
Great copy makes your audience feel like they’ve already had this conversation in their own head. That’s why it doesn’t just sell—it clicks.
✔ It mirrors their desires, struggles, and objections: Your copy should sound like you’ve been eavesdropping on your audience. They should feel like you’re constantly in their head.
✔ It speaks in their language, not yours: If you’re not speaking to those desires, struggles and objections in the same way your audience has been talking about them, it’s likely your messaging will sound foreign–and get ignored.
✔ It positions your offer as the only logical next step: When people feel like a brand gets them, saying “yes” to the offer is easy. The same way you know that if your breath stinks you need to brush your teeth, your Call To Action should be a no-brainer.
Make it easier to say YES by offering the very thing your audience has already been telling themselves they need.
This is exactly why doing your homework on your audience is a MUST.
Why Audience Research is a Non-Negotiable
Writing copy without your research first is like texting your ex at 2 AM and hoping for a different outcome.
It’s reckless. It’s desperate. And it’s copywriting malpractice.
Here’s why:
🚨 If you don’t know who you’re writing for, your message will never land. Instead of pulling people in, your words will float into the void—ignored, scrolled past, or (worse) forgotten.
🚨 People don’t buy products—they buy solutions to their problems. If you don’t understand their fears, desires, and motivations, your copy is just noise.
🚨 You’re leaving money on the table. The brands that win? They aren’t “guessing” what their customers want. They’re listening, analyzing, and reflecting it back in their messaging. Bad copy isn’t just a missed opportunity. It’s a sales-killer.
Speaking of playback, let's look at the most POWERFUL tool for replaying the exact conversation your audience is having in their head right now–the Customer Playback Loop™.
The Customer Playback Loop™ (The Ultimate Cheat Code for High-Converting Copy)
Your audience is already telling you exactly what they want to hear. You just have to listen.
💬 They’re saying it in Facebook groups and Reddit threads.
⭐ They’re writing it in Amazon reviews and comment sections.
📩 They’re literally putting it in your DMs and testimonials.
Your job? Steal their words. Then play them right back to them.
That’s how you write messaging that makes people say, “OMG, this is EXACTLY what I needed.”
5 Brands That Nail This (and What You Can Learn from Them)
These brands don’t just talk to their customers—they talk like them.
📌 Spotify (Personalized, emotion-driven messaging)
"Your 2023 Wrapped is here—see what your soundtrack of the year says about you."
They don’t sell music streaming; they sell identity, nostalgia, and personalized experiences.
✅ Why this matters: People don’t just listen to music—they attach memories and emotions to it. Spotify makes their listening experience deeply personal and reflective of who they are.
📌 Liquid Death (Edgy, cult-like branding)
"Murder your thirst."
They turned canned water into a lifestyle rebellion using sarcasm, dark humor, and counterculture energy.
✅ Why this matters: People want to feel part of something bigger than just a product. Liquid Death doesn’t sell water; they sell an identity and a movement.
📌 Starbucks (Emotional connection & ritual-driven marketing)
"The first sip of fall is here. PSL season starts now."
They don’t sell coffee—they sell comfort, rituals, and “main character” moments.
✅ Why this matters: Customers don’t just want caffeine—they want a reliable experience that feels familiar and special. Starbucks creates emotional anchors in their customers' daily lives.
📌 Fenty Beauty (Inclusion and identity-driven marketing)
"Beauty for all."
Rihanna’s brand doesn’t just sell makeup—it sells representation, self-expression, and confidence.
✅ Why this matters: People want to see themselves in the brands they support. Fenty makes every customer feel included, valued, and beautiful in their own skin.
📌 Duolingo (Gamification + humor-driven engagement)
"Your French owl is disappointed in you. Don’t make him sad—get back to learning!"
They turn language learning into a fun, addictive, and personality-packed experience.
✅ Why this matters: Learning a new language can feel overwhelming, but Duolingo makes it lighthearted, entertaining, and rewarding, keeping users engaged longer.
These brands don’t “market.” They speak directly to their people.
And now, it’s your turn.
Today’s Assignment: Put This Into Action
1️⃣ Find a brand that does this exceptionally well. How do they speak to their audience’s desires, struggles, and objections?
2️⃣ Find a brand that completely misses the mark. Using the Customer Playback Loop™, take a stab at rewriting their copy in their audience’s own words.
Before You Go…
If you want feedback on today’s copy assignment, you need to be inside The Copy Club (it’s 100% FREE).
It’s where copywriters and marketers get real critiques on their work, sharpen their skills, and learn how to write words that actually work.
Join The Copy Club Now—I’ll give you some feedback on your submissions and show you how to read your audience’s mind.