ABOUT JOANNA (JO) WIEBE
It was 2010. I was working at a huge Palo Alto tech company. A half-dozen product marketers, managers and directors were discussing my copy, which was projected onto the screen in the boardroom we occupied. I should have been taking notes on my laptop, but with so many guesses and conflicting opinions in the room, I instead found myself typing this phrase on repeat:
We all suck at this.
It wasn’t flippant – it was a deeply upsetting moment. I had learned, after seven years as a copywriter, that no matter what was on that copy doc, people would say they love X, say they want to change Y, and iterate on A thru Z right up until the deadline.
The effect (chaos) wasn’t their fault. It wasn’t mine, either.
It was the fault of what I’ve come to call The Guesswork Trap.
Clever teams at clever businesses that used data and systems and science to architect their products… were trying to market those products… by sitting around a boardroom table… and guessing at what to say.
And objectively: it wasn’t working.
A year later, I started Copyhackers, where I would develop and share with 1000s of businesses a systems-driven approach to messaging that’s come to be known as conversion copywriting.
Today, I train marketing teams and their leaders on how to find messages that convert and use them in repeatable, systematic ways to relieve constraints that are impeding lead / revenue generation. Basically I help brands not suck at messaging strategy and execution.
When I’m not traveling to team on-sites and events, I’m gardening in Kelowna, Canada, where I live with my husband and our fur family.
What sets Joanna apart is her ability to blend data-driven strategy with creative storytelling, always putting the reader first and never sacrificing clarity for cleverness. Her approach isn’t about flashy words for their own sake; it’s about understanding what motivates customers and crafting messages that move them to action.
Bob Moesta, Co-creator of Jobs to Be Done
Jo and her crew have twice embedded in our team for 6+ month periods to help us with messaging strategy and the hands-on execution work. When we have a conversion problem tied to messaging, we bring in Jo.
Dan Shapiro, Founder & CEO of Glowforge
“Joanna’s trainings are incredible. Her techniques are genius in their simplicity. Her over-the-shoulder tutorials make absorbing the material both easy and fun. Even if you’re not a copywriter, you’ll be able to write with confidence and know it’s damn good.”
Marie Forleo, Author and 9-Figure Entrepreneur
“Joanna is the New England Patriots of copy and strategy. Everything is just championship calibre.”
Todd Herman, Author and Olympic Coach
“I have no doubt that my team is stronger both in their jobs, as well as careers thanks to Joanna’s training.”
Tara Robertson, CMO of Bitly
“I’m now confident I’m using best practices for doing what I’m doing. While I’ve always been willing to stick my neck out and do things I’ve never done before, it’s wonderful to have a seasoned guide in my back pocket.”
Mike Vaughn, Director of Marketing & Sales (B2B)
“There isn’t a piece of copy that I’ve written that wasn’t influenced by something (usually somethings, plural) that I learned from Jo.”
Nikki Elbaz, Founder of Human Emails
“In running $500K+ of Meta ads each month, we have a never-ending need for high converting copy. Although we’ve been successfully writing ad copy for years, it’s often been the bottleneck in the process, especially when we’re creating complicated funnels and multi-stage launch sequences. Jo’s training allowed us to refine our copy process from start to finish so we can produce copy that converts faster than ever. Even our junior team members are producing copy that wows our clients and brings in the leads.”
Rita Barry, Agency Principal
“We used Jo’s training to 3x our revenue.”
Tara Gentile (Mullen), Author & Consultant
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