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Review Mining: What It Is and How to Use It for VOC

Review mining is the process of analyzing voice of customer data to find out how people — real people — describe our product, talk about its benefits and points-of-value and the problems it helps them solve, the things they love/hate/are skeptical about, and to collect specific phrases, stories, and analogies those people use.


So you can add it to your copy, of course.

Voice of customer can be found just about anywhere:

  • Reviews
  • Surveys
  • Focus groups
  • Product studies
  • Market research
  • 1-on-1 interviews
  • Usability studies
  • …and more

In this blog post, I’m going to show you how you can do your own review mining to find high-converting copy instead of writing it.

what is review mining

Review Mining: Steal this copy!

I was first introduced to review mining by Jo Wiebe of Copyhackers (because of course I was). I think it was a Tutorial Tuesday, but it could have been through Copy School.

Either way.

It was eye-opening, illuminating, and a number of other positive and overused adjectives that you generally find on a movie or book cover.

I’d done the first part of review mining for clients that didn’t have any customer research. But I was missing the very important part where you don’t actually change the copy you swipe from those reviews.

You literally just steal them and use them as they are. Whole cloth. This mine now.

Plug it right into your sales page, email, website.

That’s right, folks. Copywriters don’t actually write. We use data and frameworks and knowledge of consumer behavior to take the words others have used to describe their pain and joy and then put those words together into an order that inspires people who read it to do something.

In short, we’re thieving little monkeys.

Like this

And this

Okay. There’s actually a lot of writing involved. But mostly? We steal shit.

And you can, too!

Review Mining: The How To

Okay, my greedy little monkeys. Here’s how review mining works…

1. Start with these important questions.

  • Who are you talking to? Who’s your audience?
  • What do they want from you? What solutions are they looking for?
  • What are they doing right now to solve their problem?
  • Where do they go to get those solutions?

Here’s what that might look like…

  • Who’s your audience?
    • Online business owners
  • What do they want from you?
    • Audience intelligence
  • How are they solving their problem now?
    • Reading books about market research, manual research, using customer research and survey tools
  • Where do they go to find those solutions?
    • Amazon, G2

2. Head to where those solutions are found and search.

From our example, that would mean heading over to Amazon or G2 and searching for what they want from you:

Next, choose one of the solutions and head to the reviews:

3. Swipe the copy you find interesting.

The next step is to swipe the copy you find interesting and useful. You can just copy and paste this into a Google Doc.

Pro Tip: It will be a lot better for you in the long run to organize the copy in your Google Doc based on where your customer is in their journey and what copy will resonate with them at that stage.

4. Plug the copy into your marketing.

Now that you have tons of voice of customer copy, plug it into your marketing wherever it works best.

You can use it anywhere: headlines, subheads, subject lines, ads, sales pages — anywhere!

How will you use review mining for better converting copy?

Review mining is an easy way to get that all-important voice of customer data when you don’t have your own research into your ideal customers to fall back on.

As always, I recommend split testing to make sure that your copy is optimized and performing as well as it possible can.

Ready to level up? Let’s talk! I’m happy to handle all the research, strategy, and writing for your website copy, email sequences, or your next launch! Schedule an intro call to see if we’re a good fit.


Absolutely love the sales page! You were able to capture exactly the feeling I was going for — and it's had an ENORMOUS impact on sales!!!


It's like you reached into my brain and pulled out exactly what I was thinking — and then put it into words much better than I ever could!


Jacinda is an ideal copywriting partner. She is nimble to respond, careful with her time, and writes in a fluid, conversational style—one you never have to go back and fix. I’m so grateful to be working with her!


I'm absolutely obsessed with Jacinda's way with words. She was able to embody my brand voice and now my website actually sounds like me. My clients have taken notice and so have the search engines!


Jacinda has been indispensable as a strategic partner for the firm's recent service line launch. She's such a bright and vibrant person and clearly loves what she does, even when we changed our mind roughly a thousand times. She was patient and knowledgeable and I can't wait to work with her again!