From the course: Learning Conversion Copywriting

What is the voice of the customer (VOC)?

From the course: Learning Conversion Copywriting

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What is the voice of the customer (VOC)?

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- Let's consider how most people write copy. You sit down at your desk, open a document, type in a title, like our homepage or our welcome emails. And then you lean back and think about what you want to say. And that's where your conversion rate starts to die, before you've even written a word, because what you want to say may have absolutely nothing, truly nothing to do with what your prospect needs to hear on your website or in your emails. Conversion copy or data-driven copy on the other hand, never starts with you. It is never about what you want to say or how you want to say it. Always starts with what your new customer needs to hear. Conversion copy gets your past customers, your current customers, your leads, your prospects, your lookalikes, or people who are similar to people who should choose your solution, and even your future customers to write your copy for you by borrowing voice of customer or VOC data. Now, VOC data is qualitative and quantitative data from customers. We look to VOC to surface the underlying factors that drive people to you, that intrigued them, that pushed them over the edge and ultimately bring them to say yes to you. Then we use VOC data to actually write our copy. We also use VOC to find the things that keep leads from saying yes, like their skepticism about your messages, their anxieties about switching from their current way of doing things to taking on the risk of actually trying your solution. Their anxiety is about getting stakeholders like their team or their family to buy into giving up the safety of their current solution to choose your solution, their criteria for choosing a solution like yours and who's involved in making that decision. Their lack of sophistication with your category or your product, their assumptions about your space, your brand, or your product. All of the best copy you could possibly want is actually waiting to be discovered in VOC data. So, here's what's about to get better for you. You're going to take what your customer says and use it to create a messaging hierarchy, so you know what to say in your copy. And you're also going to take how your customer says things like the sticky or unexpected and thus noticeable language that they use that you could never come up with in a boardroom or even at your desk. And then you're going to put it on the page without letting what you want to say get in the way. Using a VOC to write your copy makes your life so much easier. I'm going to show you how you can use VOC data and conversion copywriting techniques to write copy that is much much more likely to convert then the copy you've been guessing it.

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