What do your Customers Think?

As a freelance copywriter, work is always varied. Each project involves research to gain an understanding of the subject matter from the customer’s perspective. I need to convey the message that the company wants to deliver, in a manner which appeals to the reader.

No task has involved as much customer research as a three-month project that I took on at the end of 2018.

Gathering Views from the Community

A local charitable organisation wanted to submit a funding application. The funding body wanted clear evidence that any allocated funding would be used to directly benefit the community. Rather than look at demographical data, the funding body required that the organisation went out and spoke with the community.

I took on the challenge of compiling and executing a plan to get over 300 representative views, through direct conversations with community members. It was no mean feat!

I compiled the findings into a report, which accompanied the funding application. The outcome of the research was fascinating. Many of the reasons that people liked about living in the area would not have shown up on standard data; including the green areas, or the close proximity of family or friends.

The areas for improvement from the community’s perspective focused on cleaning up litter, making it easier for school children to cross the roads and more information about local activities and events. These points would not have been priorities if an outside agency was to look at employment, crime, free school meal allocation or other such statistics on the area.

The Importance of Speaking Directly to Customers

As a freelance copywriter, this community project highlighted the importance of speaking directly to customers for feedback on my services.

Every business knows that they need to meet the needs of their customers in order to survive. Many companies spend money researching their target client group. They sit behind a desk reviewing data and may even send out the occasional survey to get customer feedback.

Data can certainly offer insight, however, when it comes to customers, it can also lead us to make assumptions. We read data from our perspective and impart our own values and opinions on what it tells us. As the community project clearly illustrated, this does not necessarily tally with the experience of others.

Placing Value on Personal Interaction with Customers

I know that personal interaction has been fundamental in developing good customer relations, as well as future referrals. I enjoy meeting my customers in person and it is a skill I observe in many other freelancers and small business owners. It is this personal touch, combined with a willingness to adapt, that can give micro-businesses an advantage over large corporations.

If it has been a while since you last spoke to one of your loyal customers in person, I would recommend dedicating a little time to having an open conversation.

Bid Application

Unfortunately, this particular bid application was unsuccessful, although there was very positive feedback on the research.

“Everyone involved did a great job in reaching a large and diverse group of residents and gathering feedback from the community. The range of methods used was positive. The engagement process seems to have provided the opportunity to build new relationships with residents and local groups, which we hope will support your work into the future.”

Alex Kerney – Senior Partnerships and Learning Officer

All is not lost. The report is now being used to inform future funding applications that clearly tie into the priorities of the community.


What can I Write About?

Compelling content may be an integral part of your marketing strategy, but what should you write about? When it comes to blog writing and preparing social media posts, where do you start?

The answer is simple; you start with your CUSTOMERS.

Any marketing campaign should focus on engaging with your ideal customer, so what matters to them? Below are five options to inspire you to get started with blog writing.

Respond to Frequently Asked Questions
Is your company regularly asked the same type of question? Now you have the opportunity to provide a full response. On several occasions, I was asked what should be included on an About Us page, so I decided to write a blog on the subject.

If you keep a record of the blog titles and when they were posted, it is easy to send a link to future customers who ask the same question.

Provide Product Reviews/ Recommendations
It’s difficult to make a decision when there’s so much choice, but you can help by providing clear information that enables customers to compare and evaluate the options. By helping to filter down the selection, you can help customers to find the best option to match their requirements. That can be incredibly helpful.

Present Aftercare Advice/User Guides
Aftercare can help your customers to get the most from your products or services. From practical guides, to ‘did you know?’ posts that explain specific features and how they can be used, the customer can get greater value from their purchase. Other related ideas include serving suggestions, design ideas or related recommendations.

Share Recent Case Studies
A great way to illustrate the difference that your goods and services make is through recent case studies. Remember to include the problem, as well as the solution (supported by before & after images). Case studies help your potential customers to understand the value of what you offer and the difference it can make.

Celebrate Success
To build trust in your brand, it is great to share tangible success. If your company have gained accreditation or have been publicly recognised in business or community awards, let others know. It is also great to share the success of your suppliers, employees and customers.

REMEMBER: When you publish a blog, add posts and links to the article on your social media profiles.

If the task still feels overwhelming and you’d rather focus on other areas of the business, my blog writing service could be of value.