When Joanna Wiebe first realized she wanted to write for a living, it didn’t feel like a realistic option. The world was full of stories about broke writers eating cereal in basement apartments—not thriving professionals building influential platforms. But today, as the co-founder of Copy Hackers, Joanna Wiebe has become a leading voice in digital copywriting.
From Doubt to Digital Success
Joanna never saw writing as a viable profession. “I thought writing had to be a hobby, which sucked—because that’s what I wanted to do,” she admits. But she pushed forward. Now, from her home office on Vancouver Island, she leads one of the most respected copywriting hubs on the web.
Copy Hackers, founded in 2011, delivers guidance to aspiring writers and supports marketers seeking conversion-driven messaging. Wiebe’s impact extends beyond her site—she’s a sought-after speaker, podcast guest, and consultant.
Learning Through Experience
Wiebe’s journey involved years of trial and error. Her early agency job didn’t pay much but gave her something more valuable: room to fail and grow.
“When I started, it was hard to know what worked. A/B testing wasn’t really a thing,” she recalls. She leaned on trusted blogs and books, slowly refining her skill set.
Building Copy Hackers
After stints with Intuit and Conversion Rate Experts, Wiebe saw the potential for a sustainable writing career. Tech startups needed compelling copy but didn’t always have budgets to hire experts. So she and her team decided to teach them.
Copy Hackers was born with one goal: to share insights backed by real testing and practical results.
Taking a No-Nonsense Approach
“You can find a billion blogs about how to write headlines, but they’re usually kind of bullshit,” Wiebe says. Her approach is pragmatic: if a method exists, test it and prove it.
This blunt, evidence-based perspective is part of her appeal. She doesn’t rely on vague advice—she insists on clarity, results, and data.
And when it comes to driving sales, she’s crystal clear: “Email continues to be the most killer way to get someone to buy something from you. If businesses want to sell, they use email. Period.”
Treat Email Like a Letter, Not a Landing Page
Emails only work if people read them. So how do you get them to care?
First, she says, copywriters need trust—and support—from their teams. Criticism comes easily, but great writing demands intention and experience.
“This is a skill. Your copywriter was hired for what they can do. Don’t minimize it,” she says.
Wiebe encourages writers to invest in their craft by studying the greats—like David Ogilvy and Gene Schwartz. These print-era legends shaped many principles still relevant in today’s digital world.
The Value of Voice
Wiebe’s newsletter showcases what she believes in: voice. Slang, irreverence, and humor are all tools that bring her writing to life. It’s not about being edgy—it’s about being memorable and human.
“Companies rarely get feedback saying, ‘Hey, I like your voice.’ But people do write to complain if they think you sound unprofessional,” she notes. The fear of negative feedback can water down a brand’s voice. But consistency builds recognition and trust.
3 Ways to Build a Distinct Voice
Start with clarity
Begin with the basics. Make sure your message is clear and easy to understand. Don’t bury the point in clever language.
Layer in personality
After you’ve nailed clarity, add some character. Write casually, use conversational phrasing, and read your writing aloud to spot anything that sounds unnatural.
Imitate what works
Stuck? Type out content from a writer or brand you admire. Pay attention to rhythm, structure, and tone. You’ll learn by doing—not just by reading.