Lesson objectives
- Gather customer language from several sources
- Organise it into themes
Where to find customer language
- Customer interviews and sales call notes.
- Support tickets and questions by email.
- Reviews of your product - and of competitors'.
- Forums, communities and comment sections where your audience talks.
- Survey answers to open questions like 'What almost stopped you buying?'
Organise into themes
Copy phrases into a sheet under headings: problems, desired outcomes, objections, triggers and words they use to describe the solution. Patterns appear quickly.
Action steps
- Collect 30 customer phrases from at least two sources
Checklist
- Phrases organised by theme
- Sources recorded