Joanna Wiebe

Joanna Wiebe is a Canadian copywriter and entrepreneur best known as the founder of Copyhackers, the copywriting training company for startups and marketers, and as a pioneer of conversion copywriting. She also co-founded Airstory, a writing app for research-heavy content.

In 2010 Wiebe was a senior copywriter at Intuit, where her copy was measured against real conversion results, while following the startup scene in her spare time. After she gave website feedback to a founder who shared it on Hacker News, more than 50 founders asked for her help. In 2011 she launched a set of copywriting ebooks on Hacker News; one of the first buyers was HubSpot co-founder Dharmesh Shah, and sales reached $20,000.

Those books became Copyhackers. Over 15 years the company has trained thousands of founders, marketers and copywriters through Copy School, courses, workshops and a newsletter that now reaches more than 90,000 subscribers. Copyhackers has worked with clients from one-person startups to AWS, and she has spoken at Business of Software, MicroConf, CXL Live and CTA Conf.

In 2017 she launched Airstory, a SaaS writing tool for collecting research and drafting long-form content. After almost a decade, Airstory was sunset in June 2025.

Today Wiebe goes by Jo and focuses on helping organisations find their voice and write copy that performs. Her book The Copyselling System is published by BenBella, an imprint distributed by Simon & Schuster. She is based in Kelowna, British Columbia. For SaaS founders, her MicroConf talks and landing-page teardowns are a staple reference on writing copy that sells without sleaze.