Welcome back to Marketing Is Broken, the weekly talk show that’s neatly sidestepping the quagmire of ethical issues around diamond mining in order to keep it light.
Today I’m chatting with Jen Havice, a conversion copywriter who specializes in messaging. No, not that kind of messaging — the kind where you ask your customers meaningful questions, then use their answers to shape the way you present your product.
This isn’t the first time you’ve heard “talk to your customers.” And it’s probably not the first time you’ve said it, either. Customer research is the “Emperor’s New Clothes” of marketing: we’re all pretending we’re doing a great job, but in reality… our a** is hanging out.
So what does genuinely useful voice of customer research LOOK like? Why is it the backbone of more effective marketing? And HOW can you separate the useful nuggets from the Denver Nuggets?
Jen will explain the different types of customer research — because of course, nothing in marketing can just be simple. She’ll also share how to glean valuable insights from your prospects and customers — without bothering them, creeping them out, or waiting so long for the C-suite’s approval that your customers pass on to the next life.
Watch the episode to hear Jen answer these questions:
I think it’s clear now that we all need to ask not what our customers can do for us, but what we can ask our customers… or something like that. So leave us a comment answering the question: What’s most important to you in a weekly marketing show?