A major reason your copy is not converting is that it still sounds like you.
Not like your ideal customer. That’s where the neat little trick called (VOC) Voice of Customer comes in.
𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝘁𝘂𝘁𝗼𝗿𝗶𝗮𝗹 𝗮𝗵𝗲𝗮𝗱 🚨
Voice of Customer research means pulling out bits & pieces of words, phrases, and language directly from your customer’s mouth.
“Well, how do you that?”
By carefully analyzing reviews, testimonials, and social activity. The way people talk about your brand or its competitors reflects their language and words.
Let’s say you’re a D2C apparel startup with sustainable fabric as your USP.
What you write might be from a highly technical product standpoint.
Something like, “Our advanced polyester fabric threads weigh much lighter than cotton and dry faster because of absorbing technology.”
But let’s say in your VOC research you come across a positive customer review like
“I loved the fabric because it felt so light, and while I finished working out, the sweat was gone in less than 10 minutes after that. It’s amazing what this fabric can do.”
Now, this is a gold mine for your keywords, and here’s how you can rewrite it…
“Our feather-weight polyester feels so light that you’ll practically feel naked. Plus, this magic fabric makes your sweat disappear in less than 10 minutes.”
The word “light” from the VOC research triggered my brain to think of a better and more actionable word. Hence the word feather-weight came in.
The word “gone” helped me paint a picture of making sweat disappear. Hence the magician reference was born.
You can use exact words or phrases or twist it to your advantage as I did here, but the point is- it started from a seemingly simple customer review.
But that’s what your copy needs to be-SIMPLE.
You just gotta look deeper, and that’s why it’s simple, not easy.
That was it for today’s copywriting secret. 🤫