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The 30-Minute Customer Language Swipe Session
Every marketer knows that the best copy comes from the voice of the customer. But where do you find that voice? How do you turn it into compelling copy? In just 30 minutes, you can build a customer language swipe file that will enhance your marketing materials, drive conversions, and resonate with your audience.
Where to Find Real Language Fast
Start with the places where your customers are already talking. Here are some goldmines:
- Customer Reviews: Check sites like Amazon, Yelp, or Google Reviews. Look for both positive and negative feedback.
- Social Media: Use platforms like Twitter, Facebook, and Instagram. Search for mentions of your brand or product.
- Customer Support Transcripts: If you have access, analyze transcripts from support chats or calls. They often contain raw customer language.
- Surveys and Feedback Forms: If you conduct customer surveys, analyze open-ended responses for insights.
Spend no more than 10 minutes gathering this material. The goal is to collect a variety of phrases and sentiments that reflect your customers’ actual language.
What to Copy vs. What to Ignore
Not all language is created equal. Here’s how to sift through the material you’ve collected:
- Copy:
- Emotional triggers: Look for phrases that express strong feelings.
- Descriptive language: Words that paint a vivid picture of the product or experience.
- Common objections: Pay attention to concerns or hesitations customers express.
- Ignore:
- Overly technical jargon: Unless your audience uses it, skip the complex terms.
- Generic comments: Phrases like “good product” don’t provide much value.
- Excessive filler: Words like “um,” “like,” or “you know” don’t enhance understanding.
Keep the original wording as much as possible. You’ll want to capture the authenticity of the voice without editing it too early. This is crucial for the next steps.
Turning Phrases into Hooks and Headlines
Now that you have raw customer language, it’s time to transform these phrases into actionable hooks and headlines. Here’s how:
- Identify Key Themes: Group similar sentiments. If multiple customers mention a specific benefit, that’s a potential hook.
- Use Direct Quotes: Sometimes, the best headlines come straight from customer reviews. For example, if someone said, “This product changed my mornings,” use that exact phrase or tweak it slightly for impact.
- Test Different Formats: Turn a phrase into a question, a statement, or a call to action. For instance, “I love how easy it is to use” can become “Discover how easy it is to use.”
Here’s a quick before/after example:
- Before: “I love this product.”
- After: “Join thousands who love this product.”
Keep iterating until you find the most compelling angles that resonate with your audience.
A Simple Swipe File Setup
Creating a swipe file doesn’t need to be complicated. Here’s a straightforward setup:
- Choose Your Format: Use a simple spreadsheet, Google Docs, or a note-taking app. The key is to keep it organized and accessible.
- Create Columns:
- Source: Where you found the language (e.g., customer review, support transcript).
- Original Phrase: The exact wording from the customer.
- Theme/Category: Group phrases by themes like benefits, objections, or emotional triggers.
- Potential Use: Where you might use this phrase (e.g., ad copy, social media, email subject lines).
Set aside 10 minutes to create this swipe file. You’ll be surprised how quickly it can become a valuable resource.
Putting It All Together
Now that you have your customer language swipe file set up, you can start integrating this language into your marketing materials:
- Ad Copy: Use customer language to create compelling ads that speak directly to your audience’s needs and desires.
- Email Campaigns: Incorporate phrases that resonate with customers to improve open and click-through rates.
- Website Copy: Revise your website copy to reflect the language your customers use. This creates a more relatable experience.
Remember, the goal is to make your marketing feel more human and relatable. By using real customer language, you bridge the gap between your product and your audience.
Try this process this week. Spend 30 minutes gathering customer language, and you’ll be on your way to creating more effective marketing materials that drive results.
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