Why the Best Copy is NEVER About the Words ft Eden Bidani | Hard Corps Marketing Show | Ep 435
How can authentic customer understanding transform your marketing strategy?
In this episode of The Hard Corps Marketing Show, I sat down with Eden Bidani, Head of Strategy and Copy at CAPE.Agency. She shares her expertise on crafting ethical, effective messaging that truly resonates with customers and drives meaningful results.
Eden breaks down why many tech companies focus too much on product features without deeply understanding their customers’ world. She shares her proven three-part process for effective copywriting, combining internal research, direct customer insights, and market analysis, and highlights the limits of AI in creating truly innovative, human-centered marketing.
In this episode, we cover:
- Why deep customer insights go beyond surface-level interviews.
- Eden’s three-part process for crafting compelling, effective messages.
- The importance of understanding market categories and potential shifts.
- How anthropology shapes marketing and ethical copywriting
- Why human creativity and empathy are essential, even in the age of AI.
If you’re ready to create marketing that connects authentically, stands out in a crowded market, and aligns passion with profession, this episode is full of actionable insights you won’t want to miss!
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Connect with Eden:
- LinkedIn: https://www.linkedin.com/in/edenbidani/
- Company website: https://cape.agency/
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- Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
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- Spotify: https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
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- Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93
- YouTube: https://youtu.be/4Zr5UEypFVM
Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.