How to use the 3 (free) customer insights that are right under your nose...
Image source: Miguel Á. Padriñán
Stalking is a major part of my job as a copywriter.
Weren’t expecting that, were ya? It’s true, though. Lemme explain…
Great copy talks to the reader in their own voice. It mimics them so accurately that it’s almost invisible — it lights a fire in them, and they’re hardly aware of how or why.
But to accurately mimic someone’s voice, you’ve gotta steep yourself in their world. There are three super effective ways to do this, and they’re all right under your nose.
Shall we get into it?
1. Read product reviews
This tip comes courtesy of Joanna Wiebe’s CopyCon talk (in 2019, I think!), and it’s bonafide gold. Read your client reviews, babe!
Trawl Amazon, Trustpilot, or your own site, and look at how customers talk about the products. What language do they use? What benefits do they enjoy? Why have they used you over a competitor? It’s all gold.
2. Trawl social media
Let’s take the party to social media. Dig around on your company profile and see who’s interacting with you. What else are they engaging with? Find the commonality and identify where your brand might fit.
3. Use analytics
Do you know how your customers are interacting with your site? Insights about that kinda thing are creepy AF, but they can signpost ways to make the buying journey and user experience much smoother.
Open up those analytics or use tools like Crazy Egg or Optimizely to see what makes them tick and tailor the copy accordingly.
Is it creepy? Maybe. Does it work? Hell yeah.
Did ya find these tips helpful? I hope so, but if you’re still stuck, skip to the good bit and hire me to write it for you.