Joanna Wiebe — searchable YouTube transcripts & AI Q&A

25 Years of Copywriting Advice in 25 Minutes

Copywriting is selling, not writing, and the most effective copy hooks readers by leading with their problem in their own words, as shown by a 108% revenue lift from a headline mined from Amazon reviews. Joanna Wiebe argues that copy should be assembled from voice-of-customer data within a framework, and that proof must be attached to specific claims, with the market's financial response as the final judge. She also emphasizes naming problem and solution mechanisms, removing customer anxiety through offers, and using extreme specificity to help readers visualize themselves.

7 Tiny Habits That Train Your Brain To Feel More Creative Every Day

Creativity can be trained through small, deliberate habits rather than waiting for inspiration, argues Joanna Wiebe. She suggests capturing ideas as they come, like Nabokov's index cards, and reviewing them weekly to decide what to act on. Other habits include using physical objects as creative triggers, taking micronaps to capture dream-inspired ideas, and engaging in unpaid creative practices to reset your imagination.

The Science of Teams That Effortlessly Achieve Anything

High-achieving teams succeed by embracing open conflict, showing unfinished work early, and using structured brainstorming instead of traditional group sessions, argues Joanna Wiebe. She cites research showing that debate and criticism generate more creative solutions, and that parallel prototyping leads to stronger final ideas. She also emphasizes the importance of balancing familiar collaborators with new members, protecting idle time for incubation, and scheduling structured debriefs to improve performance.

The #1 Problem With AI Creative (And How To Fix It)

AI-generated creative work often becomes 'slop' because it lacks human taste and context, argues Joanna Wiebe. To avoid this, she recommends reserving the parts of the creative process you enjoy for yourself, going analog first, and always having a human review the final output. She illustrates the risks with examples like Coca-Cola's AI holiday ads and a Chevy dealership's chatbot that offered a car for $1, emphasizing that AI needs guardrails and human oversight.

How To Be Assertive Like a Top 1% CEO

Assertiveness in the workplace comes from dialing down opinions and defensiveness while dialing up systems thinking, judgment, and controlled feedback, argues Joanna Wiebe. She advises replacing feeling-based statements like "I like it" with outcome-oriented facts, and using frameworks like GRID to ground ideas in research. She also emphasizes that your unique lens is your key differentiator, especially with AI, and that asking for feedback in a structured way builds respect.