I was just about to scroll past…

When I saw the exact comment I’d made to a friend earlier that day, almost verbatim, typed across an Instagram ad.

No, this post isn’t about the the scary accuracy of AI *looks at phone with paranoia*

This is about Voice of Customer (or VOC), and why infusing it into your copy will do so much more than just convert – though it will definitely do that too. 

The reason I stopped in my tracks when I saw that ad, jaw to the floor, was because my exact need, in my own words, was staring me in the face. Not this brand’s idea of what I needed, but my precise angle, in words I could relate to (because I’d literally said them). 

Of course I clicked the link, how could I not?

That is a real-time example (and benefit) of utilizing Voice of Customer.

Here on the KC team, we take VOC very seriously. 

You may be thinking, okay Krystle, what does this actually mean for me and my messaging? And what if I already know my ideal customer really well. Do I still need it?

My answer is a resounding, f*ck yes. 

And let me tell you why:

What It Is:

VOC is the exact struggles and goals of your ideal customer, in their own words, reflected back to them in your copy.

You aren’t guessing here, saying, “Well I’ve heard that my ideal customer is struggling with A or B or C”, and then summarizing.

Because when you do that, you put your own lens on their needs, extracting the conversational aspect of their wording, which changes it from:

How your Ideal Customer ACTUALLY talks → To your PERCEPTION of how they talk. 

At the KC Copy Studio, we use the actual words of our customer, from surveys, interviews, and reviews, and infuse them into all of our copy. No guesswork, no paraphrasing. And here’s why that gets you better results.

Why VoC is Important: 

Depending on where in your funnel a potential client finds you, they are most likely not yet aware of why they should invest in a product/service of yours. How well you connect to them and their needs is going to lay the foundation for their trust in you as an authority, and as someone who genuinely understands them. 

In addition to that, well researched and positioned VoC creates fluidity in your key messaging, organically taking your reader from one phase to the next with ease.

That means:

• Fewer bounce rates on your sales page

• Higher conversion rates

• And most importantly, copy that hits the nail on the head every time 

Once you have it all in front of you, you’re going to start seeing a pattern. What the unique perspectives are. What the common themes are. 

When you categorize your VoC , you’re also going to see what the outliers are that aren’t important. 

Tip: You don’t want to base your whole project around an outlier perspective. That has the same effect as basing your messaging on guesswork where you are assuming what your ideal reader needs to hear, which will miss the mark and lose its effectiveness. 

You’ve heard me say this before and I’ll continue to say it, the best copy isn’t written by copywriters, it’s written by the customer.

And what that really means is → it isn’t our job to create fresh new ideas. 

Our job is to look at what the audience is already talking about, what they are feeling and thinking and needing, and then finding the best place on the page/funnel/sequence to put that messaging. 

Curious to know where we source our VOC at the KC Copy Studio? Tune in for Thursday’s pt. 2 post, where I’ll give you the scoop on our research methods and how to apply them. Hope to see you there!

Still unclear on how to connect with your ideal client and create content that attracts right-fit leads straight to your calendar? Check out Elevated Brand Accelerator – The Cure for Copywriter Stagnancy.