Today’s customers are more knowledgeable and discerning than ever before. Everywhere you look you are likely to find at least two other companies doing what you do. But that’s no reason to shy away from creating messaging that speaks to your audience. In fact, it’s reason to pay even more attention to your messaging.
You might not be able to tune directly into your audience’s minds. But with the right kind of research, you can achieve the next best thing, learning about their preferences, pain points, and desires and then addressing them directly.
Below are 5 great sources of information to get you started.
1. Reddit Threads
Reddit threads are one of the first places to start when looking for inspiration because they are a great source of insight and provide a window into what customers are experiencing firsthand.
Use Reddit threads to your advantage by navigating to niche subreddits where your ideal customers are likely to hang out. Then take a look at some of the most recent and popular threads to draw inspiration from.
Look at the language people use to describe what they like and don’t like about current products or services on the market. Below is a great example of this.
2. Amazon Reviews
Amazon reviews are another great source of information when it comes to what customers think about products and services, and the best part is, they don’t hold back.
Use these reviews to write copy that addresses these pain points and resonates with your ideal customer, and don’t forget to use language that is similar to theirs.
Below is a highlighted example of what to focus on.
If you don’t sell a physical product, don’t worry. Amazon is also a great place to find reviews for popular books that cover the same industry that you’re in, for example, SEO, as seen below.
3. Customer Surveys
Customer surveys are very helpful and perfect for writing customer-focused copy. They are oftentimes very insightful, specifically when you ask the below questions.
- Why did you choose to purchase this product or service?
- What was the number one reason that convinced you to say “Yes, this is for me”?
- Would you recommend the product or service to others?
- Have you tried a similar product or service before?
- If yes, what was your experience with those previous products or services?
The responses to these questions are priceless, particularly in the fields of customer research, product/brand positioning, and the creation of new products or services.
Depending on the products or services that you offer, you can ask further questions about:
- Age and demographics
- Biggest struggles
- Spending habits
- Type of business
- Business challenges
4. Customer Interviews
Customer interviews are first prize because they allow you to dig much deeper by asking follow-up questions.
Follow-up questions help you to understand customer’s challenges better, as opposed to a one-way survey response.
When conducting customer interviews, ask the same questions that you would in your customer surveys and use the opportunity to engage directly with customers.
5. Social Media
Social media is another gold mine for finding out what customers are saying about similar products and services to yours.
On Twitter (now X) or Facebook, for example, you can search for a competing product or service and keep an eye out for complaints that appear to come up again and again.
If, after some time, you find that your product or service has similar flaws, make sure to address them and mention in your copy to customers that your product or service doesn’t have those problems.
Bonus: Product Hunt Discussions
Product Hunt Discussions is a great forum for learning how potential customers describe what you sell or offer.
Just look at the words they use to describe their problem, as seen below.
Conclusion
Whenever you write customer-centric copy, keep in mind the audience you are trying to reach. Focus on their needs and make sure your copy explains how what you are offering can make their lives just that little bit easier.
Like someone trying to escape prison, dig deep and think outside the box to successfully connect with and engage your audience.
