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Customer voice research using their exact words

Sit down and talk directly to your customers using their exact words and phrases. The most successful companies — MTV is a prime example — send executives into customers' homes to genuinely understand their world. Unsuccessful companies keep executives isolated in tall buildings, disconnected from real customers. Put yourself in your customer's shoes and feel the emotions they're experiencing: their fears and fantasies. Your marketing should amplify those emotional messages back to them in language they already use internally. Specificity is the difference between copy that moves people and copy that doesn't. If your messaging uses generalities, it's because you don't actually know who you're talking to well enough yet.

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Sit down and talk directly to your customers using their exact words and phrases. The most successful companies — MTV is a prime example — send executives into customers' homes to genuinely understand their world. Unsuccessful companies keep executives isolated in tall buildings, disconnected from real customers. Put yourself in your customer's shoes and feel the emotions they're experiencing: their fears and fantasies. Your marketing should amplify those emotional messages back to them in language they already use internally. Specificity is the difference between copy that moves people and copy that doesn't. If your messaging uses generalities, it's because you don't actually know who you're talking to well enough yet.

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    Talk Directly to Customers Using Their Exact Words

    Sit down and talk directly to your customers using their exact words and phrases. Most successful companies, like MTV, send executives into customers' homes to understand their world, while unsuccessful companies keep executives isolated in tall buildings away from real customers.

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  • Answer5:30

    Design Marketing Around Customer Fears and Fantasies

    Put yourself in your customer's shoes and imagine the emotions they're feeling, including their fears and fantasies. Design your marketing to amplify these emotional messages and communicate them clearly to prospects.

    → Canonical answer