Module 1 · Discovery · Lesson 1 of 3 · 10 min
Customer interviews
Real customer language is the raw material of every good brand. Here's how to extract it in 5 conversations.
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Lesson
Every strong brand voice is built on real customer language, not internal jargon. Interview 5 recent customers before you write a single tagline.
The 5 questions: (1) What were you trying to accomplish when you found us? (2) What almost stopped you from buying? (3) What would you tell a friend about us? (4) What's the one word you'd use to describe the result? (5) If we disappeared, what would you use instead?
Record every call. The exact phrases they use — not paraphrases — become your homepage headlines, ad copy, and product descriptions.
Key takeaways
- ✓Customer language > internal language.
- ✓5 interviews is the minimum viable sample.
- ✓Verbatim quotes become your copy source.
- ✓The 'what almost stopped you' answer reveals objections to address.
Exercises
- 1Schedule 5 customer calls this month. Use the 5 questions verbatim.