You don't have to be a great writer
Great messages don't come from your head, so don't start there. As Joanna Wiebe (Copyhackers) says, "There's no creativity required. You just have to listen for phrases that stand out."
Grab data from anywhere -- leads, prospects, existing customers, users, visitors, etc.
No customers? Go mining ...
- Amazon reviews
- Competitor content (focus on home pages and include your own site in the audit: content inventory, content assessment, tone assessment, recommendations)
You can also ask customers for feedback:
- via interviews
- surveys (email)
- pop-up surveys