How to Write Like Your ICP Thinks: Creating Copy From Slack Channels, G2 Reviews, and Sales Calls
Most early-stage SaaS founders struggle to write website copy that truly clicks with their ideal customers. Not because they aren’t good writers. Not because they don’t understand their product. But because they’re writing from their head — not their ICP’s.
The best SaaS copy doesn’t just describe what your product does. It reflects exactly how your ideal customer thinks, speaks, and feels. It mirrors their words back to them so clearly that they think, "Did they read my mind?"
Good news: You don’t need to guess what your ICP is thinking. They’re telling you every day — in Slack communities, G2 reviews, sales calls, Reddit threads, customer emails, and more.
Here’s how to mine real customer language and turn it into high-converting copy that resonates.
Why You Should Stop Writing From Scratch
Most SaaS copywriting mistakes come from founders trying to start with a blank page. They invent clever taglines, brainstorm benefits, and write based on what they think sounds persuasive.
The problem? Your customers don’t talk like that.
They say things like:
"I just want something simple that integrates with Slack."
"I was tired of manually pulling reports."
"We tried [Competitor], but it was too complex for our small team."
When your copy reflects their exact words, your message suddenly lands.
Step 1: Define Your ICP Like a Journalist, Not a Marketer
Before you can mirror your ICP’s voice, you have to understand who they really are — not just "SaaS marketers at mid-sized companies," but:
What they do day to day
What they’re frustrated by
What makes them nervous about switching tools
What makes them say “shut up and take my money”
You’re not just looking for demographics. You’re looking for thought patterns.
Pro tip: Create a "Voice of Customer" doc where you store actual quotes, snippets, and phrases that reflect your ICP’s mindset.
Step 2: Listen Where Your ICP Actually Talks
The best copy doesn’t come from your head. It comes from:
1. Slack Communities
Find niche Slack groups where your ICP hangs out. Don’t pitch — listen.
Look for:
Complaints and rants
Questions about tools
Workarounds and hacks
Emotional words like "frustrated," "stuck," "finally"
These are gold for understanding pain points and urgency.
2. G2, Capterra, and App Store Reviews
Whether it’s your product or a competitor’s, user reviews are a treasure trove of:
Specific feature mentions
Emotional reactions
Clear outcomes ("saved me 4 hours a week")
What to copy into your Voice of Customer doc:
Headlines (they often write them like mini taglines!)
Phrases like "I wish it did..." or "Unlike [competitor], this actually..."
3. Sales and Demo Call Transcripts
If you’re recording sales calls (and you should be), review the transcripts.
What to look for:
The exact phrases people use to describe their problems
Objections they bring up
Features they get excited about
Use those phrases in:
Landing pages
Product headlines
Call-to-action buttons
Step 3: Turn Raw Language Into Copy That Converts
Now that you’ve collected real-world language, the next step is to organize and apply it. Here’s how:
1. Build a Messaging Swipe File
Create a Google Doc, Notion board, or spreadsheet with sections like:
Pain points
Desired outcomes
Feature love
Competitor frustrations
Common objections
Under each, paste in raw quotes and summarize key themes.
2. Use "Voice Mirroring" in Key Places
Where should this language show up?
Homepage hero: Use the clearest, most emotionally resonant phrase you found.
Feature pages: Use customer-loved phrases to describe how your product works.
CTAs: Borrow phrases like "Save me time" or "Make reporting easier."
Voice mirroring doesn’t mean copying their grammar. It means matching their rhythm, emotion, and framing.
3. Build Copy Around Real Stories
Don’t just describe features. Show use cases pulled from real users.
Example:
"Before [Your Tool], we were spending 5 hours a week manually tagging leads in our CRM. Now, it happens automatically — and we haven’t touched it in months."
Stories make benefits tangible.
Bonus: Tools to Speed Up Your Research
If you're short on time, here are a few tools to help you scale Voice of Customer collection:
Fathom or Gong for sales call recordings and transcripts
Reddit Keyword Monitor Pro to track relevant posts
G2 Alerts to get notified about competitor reviews
Dovetail or EnjoyHQ to organize qualitative customer insights
Mistakes to Avoid
Making your copy sound too polished. Real language beats clever slogans.
Ignoring negative feedback. Complaints often reveal the biggest pain points.
Over-relying on your own assumptions. You are not your ICP.
Using jargon they don’t use. Speak their language, not yours.
Final Thoughts: Copy That Connects Comes From Conversation
If you want to write copy that sells, stop trying to be a poet or a pitch artist. Start being a translator.
Translate the real language your ICP is already using — their frustrations, hopes, and casual conversations — into messaging that shows you deeply understand them.
Because when your website, emails, or ads sound like the inside of your customer’s head, the reaction isn’t "hmm." It’s "hell yes."
Action step: Spend 30 minutes this week reading reviews, Slack threads, or call transcripts. Highlight every phrase that sounds like something your ICP would say. Then use it.
You don’t need to invent better copy. You just need to listen better.
Want Messaging That Speaks Your ICP’s Language?
If your website or sales copy isn’t converting like it should, chances are you’re speaking from your product instead of to your customer.
We help SaaS founders craft messaging rooted in real customer language — not guesswork — so every word resonates and converts.
Let’s turn your customers' words into your growth engine.
👉 Book your no-obligation strategy session here
Or email me directly: admin@jeffriesdigitalmarketing.com
