How to Create Sales Copy from a Competitor’s Customer Reviews

Incify Team

Incify Team

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“Instead of writing your message, steal it. Steal it directly from your prospects. Joanna Wiebe, Copy Hackers (the Original Conversion Copywriter).

Today sales copy is one of the most important parts of marketing.

Nowadays, companies are using sales copy to promote their products and services, tools, and events to attract customers.

The first step in writing sales copy includes research on competitors’ reviews.


To learn from your competitor’s mistakes, be informed about customer feedback and pain, and from there, we write a copy that addresses those pain points, and it will convert traffic into sales, guaranteed.

It’s like interviewing your prospect on what they like, hate, and what they NEED!

Sometimes business owners assume they’re the best and the center of the universe, but in reality, we’re not.

Whatever you sell right now, service or product, someone else is selling the same things, and they have to pay customers who might be happy or frustrated.

Some are biased, paid, fake, but you can spot those easily.

I can’t express how powerful this technique is; we used it with many projects, turning our copy into a powerful lead-gen machine.

Let’s get started!

I will be using our agency as an example.

We’re in the B2B business, a marketing agency startup that helps clients in growing their revenue with online marketing.

As an agency owner, who is just starting, our challenges are significant and keep getting bigger.

I have no idea what frustrated customers are; most of my experience so far is positive since we only took a few clients, and we work hard to deliver results and turn them into case studies.

I needed to know what would happen if we scale, what could go wrong, how to handle frustrated clients, what is the pains they feel, and what makes them buy a service from my competitors in the first place. Did they use any channel that I’m not using? Are they happy, sad, angry, and why?

Information like that can help me write the sales copy, and it will be perfectly aligned, especially if the service I’m selling is identical to my competitors.

You can only get that type of data with experience or doing interviews, but I found a faster way, and I will show you how.

You need three things.

  1. At least five well-known competitors and getting a lot of reviews, and a good source of honest reviews like Clutch. Co where they do lengthy interviews.
  2. Google forms (to collect data)
  3. Figjam to pin your finding on a board (optional)

and the first step of this process is message mining.

So.. how do we do message-mine?

Here is a simple, five steps process

  1. Make a list of keywords
  2. Google “{keywords}” reviews”…
  3. Check popular review sites like Clutch. co, amazon, yelp, Trustpilot
  4. Collect into spreadsheet
  5. Categorize and rank messages using Figjam

In our case, we used because their interview style is fantastic, and they did all the work for us. They asked all the essential questions, and guess who answered those.

Real clients who’re 100% identical to our target audience, exact needs, the same challenges, and the same industry.

Before we dig in, let’s ask this question “what are we trying to find?”

In our case, there are a few answers that I’m looking for

  1. What channel do they use to find my competitors
  2. What was the process of onboarding
  3. Why did they decide to go with my competitors
  4. What were the bad experiences that caused a client to give a 1-star review
  5. What was their journey from awareness to signing the contract (buying journey)
  6. Why do they need this type of services
  7. What they are trying to accomplish from buying this service

If you’re running a SaaS or a B2B business, head over to and check if any of your competitors have a high number of reviews. Start with the lowest rating (the most honest one).

Look at the interview questions; those cover five sections (background, challenge, solution, results, rating)—basically, all the good stuff.

Make sure to take note of any info that grabs your attention.

Anything that reveals insights about the process, complaints, frustrations, needs, desires, goals, all of that grab it into sticky notes.

You can post them as sticky notes on your screen or into Figjam.

Screenshot from Figjam

As you can see from the screenshot above, I used sticky notes to sort it out.

Copy/paste the reviews into Figjam, and take out those that stand out, and put them on a sticky note. You might discover a few things that you like, label those green or add a heart sticker to label them out.

Or, use a sheet if you are not into visualizing things on a whiteboard.

Message-mining data entry form

The best tool for data mining is Google forms. You can customize it to fit your business.

The point of doing this is to visualize all the data in one form instead of manually using sheets and formulas. By using Google forms, all you need to do is to post answers to your questions, and it will sort it out for you.

The trick here is defining your questions and set up the form tailored to your business needs and objective.

In our case, we customized it with different questions because we are in the B2B space. In the technique described by Momoko, she customized it for e-commerce sites, and it’s way more complex than ours.

I wanted a simple formula to help me understand my competitor’s customers’ wants, desires, likes, and dislikes.

Writing the sales copy.

Now you have all the data; you need to write a persuasive copy. You know the pain points, the frustrations, what they hate, and the why.

Everything you need to write a killer sales copy that addresses those issues with answers, offers, assurances, case studies.

A good sales copy is all about addressing needs, inciting desire, creating a sense of urgency, giving an offer they can’t refuse, and guaranteeing results.

A good sale copy also matches the traffic temperature.

A prospect who needs the solution right now has a different mentality than a prospect who doesn’t even know the problem exists.

Know your customers inside out, and if you can’t afford to do interviews and go to the street meeting your prospects, do this trick.

This is just a tiny part of the Momoko copy tear down technique; if you want to get the full scope of this technique, check this course by Momoko on CXL: Product messaging course & copywriting by Momoko price. It will blow your mind.

Or, hire us, and we will do this for you 🤓😉

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