Everyone bitches about how hard it is to stand out. Then they spend 3 weeks work
By Brookslockett · October 9, 2026 · Curated by George's Blog
Everyone bitches about how hard it is to stand out.
Then they spend 3 weeks workshopping a new way to say “end-to-end visibility” while customers are handing them language no competitor would think to use.
Buyers get wonderfully weird when they’re frustrated.
They describe the workaround they hate, moment things went wrong, and what it felt like when something finally worked.
You find those exact golden nuggets in these places 👇
- customer interviews
- user interviews
- recorded sales calls
- support chats
- NPS comments
- open-ended surveys
- Wynter feedback
- G2 reviews
- competitor reviews
- Amazon book reviews about the problem
- social media comments
Product marketers...I urge you to please spend 1 fucking hour with the raw customer language before asking Claude for the summary.
A summary might give you themes like “save time” and “better visibility.” But you already have those on your homepage.
You’re looking for the odd sentence that makes you stop because another buyer would immediately know what it means.
Then comes the actual craft of turning the language into a clear argument about why your product matters.
That’s why “copywriting” has always felt like a bad name for this work.
The hard part is the research and the judgment to recognize the idea hiding in plain sight.
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Hi, I’m Brooks 👋 Since 2020, I’ve helped 50+ B2B companies find their positioning strategy and turn it into razor-sharp copy that converts. If you need help with yours, DM me.