If you’ve ever struggled to write landing page copy that actually works, you’re not alone. Most businesses guess what to say, how to position their product, or what benefits to highlight.
But what if you could borrow the exact words from the people who love your product the most — the users who would genuinely miss you if you disappeared?
That’s exactly what Sean Ellis, founder of GrowthHackers and the person who coined the term “growth hacking”, teaches in his method for uncovering the voice of your most loyal users.
His approach helps you discover what to say, what to emphasize, and what makes your product a “must-have” — all straight from your best customers’ mouths.
Here’s how to do it.
🎯 Step 1: Identify Your “Must-Have” Users
Ask all active users of your product this one question:
“How would you feel if you could no longer use this product?”
Options:
- “Very disappointed”
- “Somewhat disappointed”
- “Not disappointed”
Then do this crucial thing:
✅ Only focus on the “Very disappointed” group.
These are your “must-have” users. They’re the ones getting real value, who understand your core benefit, and who are most likely to recommend you to others.
💬 Step 2: Ask Your “Very Disappointed” Users These 3 Questions
Once you’ve identified your most loyal, engaged customers, dig deeper. You want to understand their emotions, expectations, and language.
1. 🧩 Find the Core Benefit
“What is the primary benefit you’ve received from [Your Product]?”
This tells you what truly matters to users — often it’s not what you thought. Use their responses to clarify your value proposition.
2. 🎯 Discover the Hook That Got Them Interested
“What were you hoping [Your Product] would do for you when you originally tried it?”
This question reveals their initial motivation or pain point. It gives you copy ideas for your headline, ads, or lead-ins.
3. 📢 Extract a Natural Description for Your Product
“Have you recommended this product to anyone?”
If yes:
“How did you describe it?”
This is gold.
You’ll learn how real users talk about your product, in their own words. Not your marketing team’s version — but raw, relatable, conversion-ready language.
Bonus: You can often lift these answers word-for-word and use them on your homepage or in ads.
🛠️ Step 3: Apply What You Learn to Your Homepage and Messaging
Once you gather responses from your “must-have” users:
- Use their exact words in your landing page copy
- Turn benefits into headlines and subheadings
- Use their phrases to write high-converting CTAs
- Update your about section, ads, and even product descriptions to reflect real-world language
The goal? Make every new visitor think:
“Wow, it’s like they’re speaking directly to me.”
🧠 Why This Works
- It’s based on real, emotionally charged feedback, not assumptions
- It reveals what your best users value most, so you can attract more of them
- It removes guesswork from copywriting and product positioning
- It helps you communicate clear benefits, not features or jargon
🚀 Final Thought
The best copy isn’t written — it’s stolen from the mouths of your happiest customers.
Sean Ellis’s method gives you a simple, actionable way to extract the language of love from your users — and apply it to attract, convert, and retain more of them.