Tap Customers for Key Insights
When was the last time you talked with the people who buy your products and pay your salary? And no, email, Facebook and Twitter don’t count. I mean a face-to-face or voice-to-voice conversation with those fine folks who keep you in business.
Customers are your expert witnesses — people who can provide you with marketing intelligence that results in marketing breakthroughs. I’ve used customer comments I’ve obtained through phone interviews as the foundation for writing control-beating headlines, subject lines, letter openers, Web page sidebars and lift letters like the one I wrote for the luxury vacation company Maupintour.
In my opinion, nothing replaces the credibility and natural cadence of a customer quote. And for those of you with a tight marketing budget, customer interviews are virtually free. There’s no huge research budget required.