Most businesses aren’t putting their mouths where the money is.
Yeah, you read that right.
No, it’s not as clever as I hoped, and it sounds vaguely sexual… but let’s roll with it.
What I mean is…
Most companies still don’t understand the value of customer research.
Y’know, talking to customers.
Oof. Did you grimace?
When people talk about customer research, they usually mean heat mapping, analytics funnels and usability testing. Those are important, but they don’t do much to guide your copywriting.
For that, you need our ol’ pal “qualitative data” – but that leaves us with important questions:
- What does this kind of customer research look like?
- How do you collect it?
- How do you make sure the feedback is MEANINGFUL?
- Does it have to be an exhaustive, $100,000 undertaking?
- Isn’t “research” just busywork CROs do to pad up their rates?
I’m going to share one simple way to get great customer feedback that I think every business should be doing, because it’s so damn powerful.
Source: The Least Sexy, Most Powerful Way to Get Better Copy – Business Casual Copywriting
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