What is Voice of Customer (VoC) and why you need it
Unveiling the Art of Customer-Centric Copywriting:
A Journey into Voice-of-Customer Research
Voice-of-customer research may sound peculiar at first glance.
Yet, in the realm of copywriting, it is the cornerstone of persuasive content creation.
Leading conversion copywriters often speak of extracting "sticky" copy from voice-of-customer research, emphasizing its importance.
It's not just about borrowing phrases from customer research to simplify your writing process.
Voice-of-customer copywriting research involves delving deep into your audience's psyche, understanding their present stance regarding your offering, and pinpointing the messages that propel them toward the next "yes." I
n the world of conversion copywriting, securing that "yes" is the ultimate goal.
It is about the art of immersing yourself in your potential customers' thoughts and conversations.
We will explore:
- The Core Elements of Voice-of-Customer Copy Research
- The Different Forms of Research You'll Need
- What You Should Be Looking For
- Essential Tips for Surveys and Interviews
- Valuable Insights from Mining Comments
- The Basics of Competitor Analysis
- Determining the Right Amount of Research
- Crafting Research Reports for Copywriting
In the world of effective copywriting, one that converts, the key is relevance, compelling content, and persuasive language that genuinely connects with your readers.
To truly understand them, you must embark on this research journey.
If you're inquisitive, persistent, and intrigued by the thoughts of your audience, you're about to embark on a fascinating adventure. So, are you ready to dive in?
Demystifying Voice-of-Customer Copywriting Research
Voice-of-customer research involves collecting feedback from customers about your product or service, ideally in their own words.
Typically, you'd use one or more of the following research methods:
- Surveys
- Interviews
- Analyzing comments and reviews (often referred to as "comment mining")
This research demands time and effort from both copywriters and the businesses they serve.
In some cases, more than 40 hours of research precede the commencement of actual copywriting.
But trust , the investment is well worth it because integrating the voice of the customer into your copywriting can make it seem like you have a direct line to their thoughts.
Choosing the Right Type of Voice-of-Customer Copywriting Research
The ideal approach is to triangulate your data from multiple sources, combining surveys, interviews, and comment mining.
However, the project's scope and constraints may affect your approach:
- If you're short on time or resources, prioritize comment mining, especially if you have less than ten hours available before beginning the copywriting phase.
- If your project allows some flexibility, consider blending surveys with comment mining.
- For comprehensive insights, especially with a dedicated research team, interviews can be invaluable.
Competitor Copy Audits
Your competitors may not be your customers, but understanding what they convey in their copy is crucial.
This practice is known as "voice-of-competitor research" and often complements customer research.
Key Focus Areas in Voice-of-Customer Copy Research
Effective conversion copy research requires answers to the following questions:
- What do you need to know about your readers to guide them toward the next "yes"?
- What solution do you offer, and how does it impact customers' lives before, during, and after use?
- At what stage of awareness is your ideal buyer?
- What are their thoughts about the problem your solution addresses?
- What alternatives have they considered or used?
- What beliefs or past experiences might hinder them?
- What beliefs or past experiences make them more likely to say "yes" to your solution?
- What new beliefs are needed to propel them to the next step?
- What forms of proof will persuade them?
- How will their lives change if they say "yes"?
- What objections might they raise?
Conducting Voice-of-Customer Surveys and Interviews
- Tailor your questions based on the respondent's position in the customer journey.
- Ideal prospects, curious prospects, new customers, loyal customers, and former customers each provide unique insights.
- Ask different questions to different audience segments to address various stages of awareness.
- Design questions that confirm respondents' identity, problems they faced, and the impact of your solution.
- Craft a before-during-after narrative through your research.
Running Interviews
For interviews, use tools like Calendly for scheduling, Zoom for the actual interview, and a transcription service like Rev.com.
Adapt your questions to different audience segments during interviews and surveys.
Promoting Surveys and Interviews
Reach out to your subscribers or customers via email to gather survey responses. Incentives related to your product or service can encourage participation.
Clearly explain why responses are necessary and ensure a user-friendly experience.
Data Analysis and Reporting
Organize and categorize survey and interview responses.
Quantitative data can be counted, while qualitative data provides the insights that give your copy an edge.
Additionally, mining comments from online forums, reviews, and discussions can yield valuable voice-of-customer research.
Competitor audits help you understand the competitive landscape and refine your messaging.
The amount of research required depends on your project's specifics, timeline, and budget. Once you've gathered sufficient data to answer your critical questions and lay a strong foundation for your copy, you've conducted "enough" research.
When presenting your research findings, prepare a summary deck highlighting key insights, including customer perceptions, objections, preferred benefits, and outcomes.
Sharing your research with your team ensures everyone grasps its significance.
Voice-of-customer research is a continual journey. Your commitment to thorough research sets you apart in the world of conversion-focused copywriting.
Ready to embark on this research adventure? You're just one step away from understanding your audience like never before.
Jo Grillone
Digital Marketer | Creative Strategist | Content Creator | Soloprenuer
15+ years of collaborations with all major Hollywood studios, Samsung, Ford, Nintendo, Clorox, PlayStation and many other brands you know and love. The Digital 180 mission is to empower others. Helping individuals transform their lives by gaining valuable tools and knowledge from real industry professionals. Since 2014, Jo's been working remotely as a soloprenuer and director or marketing from a picturesque beach in sunny Italy, ready to guide you towards digital marketing success with the launch of Digital 180: Marketing Academy.
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