How Jobs-to-Be-Done Can Help You Write Better Copy

Jobs-to-Be-Done (JTBD) is a useful framework that helps businesses and marketers understand the underlying motivations, needs, and desired outcomes of customers when they make a purchase or take a specific action. At its core, JTBD is about recognizing that customers don’t buy products or services for the sake of it—they “hire” them to accomplish a specific job or solve a particular problem.

Think of it this way: when someone buys a drill, they’re not really buying the drill itself—they’re buying the ability to make holes. The drill is just the tool that helps them get the job done. This shift in perspective is what makes JTBD so valuable. It forces us to focus on the why behind customer behavior, rather than just the what.

In copywriting, JTBD can help us better understand customer needs. By knowing the specific job your product or service is being hired to do, you can craft messaging that will resonate deeply with your audience. Instead of simply listing features or benefits, you can speak directly to the customer’s goals, challenges, and aspirations. This makes your copy more relevant, relatable, and ultimately, more persuasive.

How Can the JTBD Framework Be Applied in Copywriting?

Using JTBD in copywriting starts with identifying the specific job your product or service is being hired to do. This requires digging deeper into your customer’s mindset and asking questions like:

• What problem or challenge is the customer trying to solve?
  For example, a busy professional might be looking for a meal delivery service to save time and reduce the stress of cooking after a long workday.
  
• What need or desire are they trying to fulfill?
  A new parent might be searching for a baby stroller that’s lightweight, easy to fold, and fits in their car trunk because they value convenience and portability.
  
• What outcome or result are they hoping to achieve?
  A small business owner might be hiring accounting software to streamline their finances, reduce errors, and gain peace of mind when the tax season comes.

Once you’ve identified the job, you can craft copy that speaks directly to these motivations.

For instance, if you’re marketing a project management tool, you might focus on how it helps teams collaborate more effectively, meet deadlines, and reduce the chaos of juggling multiple tasks.

Instead of saying, “Our tool has a drag-and-drop interface,” you could say, “Spend less time organizing and more time doing—our intuitive drag-and-drop feature makes managing projects a breeze.”

Some other examples:

1. Exercise Equipment:
   If you’re selling a home treadmill, the job isn’t just “buying a treadmill.” The customer is hiring it to help them get in shape, lose weight, or improve their health without the hassle of going to the gym. Your copy might emphasize how the treadmill fits seamlessly into their daily routine, allowing them to work out anytime, even while watching the TV.
   
2. Software Applications:
   A task management app isn’t just a tool; it’s a solution for someone who feels overwhelmed by their to-do list and the endless back-and-forths and circle-backs. Your copy could highlight how the app helps users prioritize tasks, stay organized, collaborate without the mess, and ultimately, feel more in control of their day.
   
3. Meal Kits:
   A meal kit service isn’t just about delivering meal ingredients—it’s about helping busy families enjoy healthy, home-cooked meals without the stress of meal planning or grocery shopping. Your messaging might focus on how the service saves time, reduces decision fatigue, and brings families together at the dinner table.

Real-World Examples of JTBD in Action

Now, let’s look at a few examples to see how JTBD can transform your messaging:

1. TikTok for Business

The Job: Small business owners and marketers are hiring TikTok for Business to help boost their brand and reach new audiences in more markets.

How JTBD Informs the Copy:
Instead of simply saying, “Advertise on TikTok,” the copy focuses on the specific jobs customers are trying to accomplish.

The messaging speaks directly to the customer’s goals, which is to increase brand awareness. Another way to approach this is by highlighting TikTok’s unique ability to help businesses tap into a younger demographic, an idea which can be explored in a different page.

2. HubSpot Marketing Hub

The Job: Marketing teams are hiring HubSpot Marketing Hub to have a one-stop hub where they can execute growth and content marketing campaigns.

How JTBD Informs the Copy:
HubSpot’s copy doesn’t just list features like “email marketing” or “CRM integration.” Instead, it focuses on the job customers are hiring the platform to do: create omnichannel campaigns to capture more qualified leads.

By addressing the customer’s pain points (e.g., having disparate and siloed systems) and highlighting the outcome they care about (e.g., better leads), the copy positions HubSpot as a desirable ultimate solution for marketers.

3. Blinkist

The Job: Busy professionals are hiring Blinkist to help them learn and grow by providing key insights from nonfiction books in just 15 minutes.

How JTBD Informs the Copy:
Blinkist’s messaging doesn’t just say, “Read book summaries.” Instead, it focuses on the job customers are hiring the app to do: learn on the go and turn downtime into an opportunity for growth. The copy also emphasizes the efficiency of the app, addressing the customer’s desire to stay informed and productive without having to sift through an entire media library.

4. Freedom

The Job: Individuals are hiring Freedom to help them stay focused, reduce distractions, and boost productivity by blocking distracting websites and apps.

How JTBD Informs the Copy:
Freedom’s copy doesn’t just say, “Block websites.” Instead, it focuses on the job customers are hiring the app to do: to be “incredibly” focused and productive.

The copy appeals to anyone who feels overwhelmed by the constant pull of social media, email, and other distractions, and wants to do something to eliminate distractions that keep them from living a “happier, healthier, and more productive” life.

How to Identify the Jobs Your Website Visitors Are Trying to Get Done

Understanding the jobs your website visitors are trying to accomplish is key to creating copy that converts. Here’s how you can identify those jobs:

1. Analyze customer behavior
   Use tools like Google Analytics, heatmaps, and session recordings (like Hotjar) to see how visitors interact with your website. Are they searching for specific information? Are they dropping off at a particular point? This data can give you clues about their goals and pain points.
   
2. Conduct surveys and interviews
   Ask your customers directly about their challenges, needs, and desired outcomes. For example, if you run an e-commerce site, you might ask, “What’s the biggest challenge you face when shopping for online?”
   
3. Monitor customer support interactions:
   Pay attention to the questions and concerns your customers raise with your support team. These insights can reveal the jobs they’re trying to get done and the obstacles they’re facing.

Tips for Using Job Interviews to Gather Feedback on Your Website Copy

Job interviews are a goldmine of information for improving your website copy. Here’s how to make the most of them:

1. Ask open-ended questions
   Instead of asking, “Do you like our website?” try questions like, “What were you hoping to find when you visited our site?” or “What challenges were you trying to solve?”
   
2. Focus on your customers’ story
   Encourage customers to walk you through their journey—what led them to your site, what they were looking for, and how they felt along the way. This can reveal gaps in your messaging or opportunities to better address their needs.
   
3. Test your messaging
   Share drafts of your copy with customers and ask for their feedback. Does it resonate with them? Does it address their concerns? This can help you refine your messaging before launching it to a wider audience.

How to Continuously Improve Your Website Copy Based on Visitor Feedback

Once you’ve gathered feedback through job interviews, the next step is to continuously refine your copy based on what you’ve learned.

Improving your website copy is an ongoing process. Here are some tips for staying responsive to your audience’s needs:

1. Conduct A/B tests
   Experiment with different headlines, calls-to-action, and value propositions to see what resonates most with your audience. For example, you might test two versions of a product description—one that focuses on features and another that emphasizes outcomes.
   
2. Monitor key metrics
   Keep an eye on key performance indicators (KPIs) like bounce rate, time on page, and conversion rate. If a page isn’t performing well, it might be a sign that your copy isn’t aligning with your visitors’ jobs-to-be-done.
   
3. Stay curious
   Regularly seek feedback from your customers through surveys, interviews, and usability testing. The more you understand their evolving needs, the better you can tailor your copy to meet them.

JTBD vs. Personas: What’s the Difference?

While both JTBD and marketing personas are valuable tools for understanding your audience, they serve different purposes. Here’s how they compare:

While personas provide a broad understanding of your target audience, JTBD dives deeper into the why behind their actions. Used together, they can help you create a more coherent brand message.

Final Thoughts: Why JTBD Matters in Copywriting

At the end of the day, customers don’t care about your product—they care about what it can do for them. By using the JTBD framework, you can shift your focus from selling features to solving problems. This not only makes your copy more compelling but also builds trust and loyalty with your audience.

So, the next time you sit down to write, ask yourself: What job is my customer hiring this product to do? How can I help them achieve their goals? When you answer these questions, you’ll create copy that doesn’t just sell—it resonates. And that’s the mark of truly effective copywriting.