“How to speak your customers’ language?” you ask. “You mean like speaking to them in English, Spanish, Chinese, etcetera?”
Nope. This is about getting the lowdown on what your customers are saying. Understanding what they’re saying. Reacting to it. Serving their needs. Making the sale. Taking over the world. Capeesh?
Here’s the thing:
Most customer research isn’t used as well as it could be.
Nowhere near, in fact. It should be maximized. So, let’s talk about how customer research can make both your copywriting and marketing efforts not only way better, but way easier.
What is it?
Customer research is what any business does before marketing their product or service. You could call it target audience research, but that sounds too general, and more like a place-holder for you to fill in the blanks.
The right customer research takes a willingness to relate to the customer. And this doesn’t mean simply drafting a bio of a potential customer.
Proper customer research gets down to the details. The nitty-gritty. You’ll want to get as close as you can to the customer. Become their friend. Become the customer!
Luckily, we won’t need Freaky Friday to make this work.
You’ll want to look at the sites they frequent, what they’re saying, what words they’re saying, how often they’re using them, so on and so forth.
You really want to take a close look at what your customers are doing, almost like how your online activity is always being monitored so that ads can be targeted with shocking relevancy.
In a way, you want to be like those sneaky ads — so specific, so targeted, and appearing at just the right time — your customer will just have to say yes. Here’s how.
What do your customers’ eyes see?
Honestly, you just have to listen to your customers. You see, chances are your product solves their problems. They need to know that.
What they don’t need to hear is what of each of the 23 flavors of Dr. Pepper are. They just need to hear that it’ll taste great and quench their thirst. See the distinction?
So think about the following:
- What problem do I solve?
- What are my customers’ problems?
- How have they tried to solve them?
- What hasn’t worked when they tried to solve them?
- How do I solve them?
It’s super important to stick to those lines when copywriting and marketing. Everything else will go in one ear and out the other, and won’t engage your audience.
Focus on those prompts, and marketing will be a breeze for you. Now, let’s research.
Social media is your friend
Tired of LinkedIn, Facebook, Twitter, Instagram, Reddit, and the other obscure social media platform your friend keeps telling you to try?
If you’re tired of it, chances are you find no purpose in it. But after this, you’re going to be using social media like a hound dog, hot on a trail.
These social media platforms are where your customers gather, and speak the words you need to listen to. You need to see what they’re expressing, what their problems are, and use their words.
Is Tom frustrated that the pullup bar he just ordered leaves marks on the doorframe? What’s he saying?
Is it, “The bar discolors my wall,” or “The bar leaves marks on the doorframe,”?
The difference matters. If you market your pullup bar in 2 ways saying, “The bar won’t discolor your wall,” and, “The bar won’t leave marks on the doorframe,”
It’s the difference between the customer respectively saying,
“Yeah that’ll probably do,” and, “That’s exactly what I need.”
Social media is your friend, and so is any other place where you can find and carefully listen to your customers’ voices.
Hop on to Amazon, search your product, and see the reviews. What’s acclaimed? What’s causing the horrible 1-star reviews?
Researching your competitors and what your customers have to say about them is golden information.
Customers love researching what they buy. If they find that you cover exactly what your competitor covers — and even its shortcomings — you’re in a good place.
If you’re looking for reviews of your product, why not give your customer an email — or better yet — a call?
That’s as good as sitting down for coffee with a friend and listening to all their concerns, questions, comments, and even insults. Then you’ll really get the language under your tongue and speak your customers’ language best. Make sense?
Under the microscope
Now that we have the words they use, we need to look at how they’re using them.
How frequently are they using those phrases? What’s the emotional intensity behind them?
This matters because if you’re constantly using a certain phrase, when customers might use it once, you might come off as over-selling.
Or if you play up the emotion behind something that doesn’t need playing up, you seem ingenuine and untrustworthy.
You want to sound exactly like them. No wait — you want to sound like them, except a version of them that has found the perfect solution. You want to speak their language.
One last thing…
After all this customer research and analysis you should be good to go: you’ll be speaking their language, your marketing and copywriting will be buttery smooth and bang on target.
All you still need is the right professional voice actor to do your voice over for you – and there’s no better online marketplace for the best voice actors in the world than Voice123. In all the languages you need.
So, now that you know how to speak your customers’ language best, go and take over the world. We wish you the greatest success!