Before You Can Fix the Copy, You Need to Find the Real Problem

Here's How I Discover What's Really Going On

Every prospect leaves clues. So does every customer.

Clues hidden in sales conversations, reviews, customer questions, objections, support calls, and those moments when they suddenly say “I get it.” Those clues reveal how your people think, what they value, where they hesitate, and ultimately why they decide.

A single clue doesn't tell you much. But when you start seeing the same patterns repeated across dozens or hundreds of conversations, now you've got something.

That's when you start seeing hidden assumptions. Real frustrations separate from symptoms. You find the why behind hesitation… why prospects leave… and what gives them confidence to keep moving forward.

As evidence builds, a picture begins to emerge—like putting the pieces of a puzzle together.

Let me show you what I mean.

Let's take a look at a woman who calls a mechanic.

“My car won't start and I have to have it today.”

Once the car is in the shop, imagine the misfortune of getting a poor mechanic.

First, the battery at a few hundred bucks.

The key turns… and nothing.

Next comes the starter, another $500 setback.

Still nada.

The alternator follows.

Crickets.

This mechanic is fixing symptoms without diagnosing first.

A good mechanic looks for clues first.

Clues like:

• When did it happen?
• Did the lights dim?
• Did it crank, or click?
• Did it happen after rain?

Every answer eliminates possibilities, bringing the truth one step closer. Eventually, the clues point to a loose ground cable. What looked like three different problems boiled down to one root cause.

Now, let's jump over to marketing.

Let's say a software company hires me because they want their landing page to convert better. They ask for better headlines… stronger bullets… and a better call-to-action.

Problem is those are merely symptoms. “Fixing them” may provide a small, temporary boost. The real breakthrough comes from following the clues.

Sales call recordings show that prospects don't get the difference between this product and three cheaper competitors.

Customer interviews reveal they aren't convinced the promised outcome is even possible.

Reviews praise the onboarding experience… but almost no one mentions the feature the company believed was it's biggest selling point.

Now the picture starts coming into focus.

The problem was never the headline. The copy wasn't broken. It simply exposed a problem that had been there all along.

Whenever I start a project, I don't start by writing. Instead, I follow the trail to whereever it takes me… maybe it's the offer. Maybe it'se the positioning. Maybe it's a hidden objection. Maybe the company's been solving the wrong problem the whole time.

Sometimes I find something else no one expected.

I never know where the trail will end until I follow it.

Here's Where I Start Looking

The clues are nearly always scattered among conversations, customer behavior, analytics, reviews, support tickets, sales calls, surveys, competitor messaging, old promos, and dozens of other places. I never stop at one clue. It's not enough. Neither are five… ten… until the clues start pointing in the same direction.

That's when the magic happens—assumptions give way to understanding.

Why I Stake My Reputation on This Approach

I've spent years and countless hours studying direct-response copywriting, conversion psychology, buyer behavior, and how folks make decisions through organizations like AWAI and MECLABS—but I've spent even more time studying people themselves.

I've been a student of people, watching how they interact, diving deep into motivation and motivation theories.

That broad spectrum taught me where to look.

The conversations taught me what to look for.

It's one thing to talk about following clues, and quite another to see where they lead.