As a founder or CMO, you always look for ways to sell more, connect with your audience, and grow your brand reach and loyalty.

So, I have to ask: have you taken a moment to analyze your customers’ language? Their choice of words, the emotions they express, and the motivations driving their decisions to purchase?

If you haven’t fully tuned in to how your customers speak, you’re likely missing out on a powerful opportunity for your marketing and sales copy. You’re also missing out on building brand loyalty.

Here’s the thing: Voice of Customer (VoC) is one of the most underutilized tools in sales copywriting. When you understand and speak your customers’ language, your copy becomes much more compelling and resonant—and, ultimately, your competitive advantage.

In this post, you’ll discover what VoC is, how you can gather insights, and why it significantly affects your sales results.

Let’s get right into it.

What Is Voice of Customer, and Why Does It Matter?

Voice of Customer (VoC) refers to the feedback and language your customers use to express their experiences, needs, and desires related to your products or services. Essentially, it’s about listening—not just to what your customers say, but to how they say it and the deeper feelings behind those words.

For example, if a customer describes wanting a “luxurious, form-fitting dress for a cocktail party,” it’s not just about the dress. What they really want is to feel confident, chic, and empowered. Understanding this emotional nuance allows you to craft sales copy that speaks directly to those underlying desires.

Let’s apply this to a copywriting example.

If a customer says they want a “lightweight, radiant foundation for a wedding,” it’s not just about the foundation.

They envision radiant, flawless skin that looks perfect in photos, feels comfortable for hours, and boosts their confidence for a special day. It’s about creating a lasting impression and capturing the perfect moments effortlessly.

Key Takeaway: VoC helps you understand not just what your customers want but why they want it—and that’s the key to writing copy that resonates deeply with them.

Now that you understand what VoC is let’s move on to where you can find it.

Where Can You Find VoC Insights?

The good news is that VoC is everywhere. It’s simply a matter of knowing where to look and how to listen carefully.

Here are some valuable sources of VoC data:

• Customer Interactions: Emails, live chats, and customer service interactions are full of insights.
• Social Media: Monitor comments and messages to hear what your audience is saying.
• Surveys & Reviews: Collect survey feedback or read through reviews to understand what people say about your products.
• Conversations: Having direct conversations with customers can reveal invaluable insights. If possible, schedule regular check-ins sales associates to better understand customer needs and challenges.

Pro Tip: Pay attention to emotionally charged words like “feel,” “want,” “need,” “wish,” and “hope.” These are the clues that uncover your customers’ deeper motivations.

Key Takeaway: Regularly gather feedback and make it a part of your copy creation process. The more you listen, the better you can speak to your customers’ true desires.

Building on this, let’s explore how this work can affect your sales and conversions.

Sell More: How VoC Drives Sales and Conversions

At the end of the day, you want results. And VoC can improve your conversion rates by making your copy more relatable, persuasive, and emotionally resonant.

Consider this example: After a client revamped their product landing page using VoC insights, they saw a 6% increase in conversions. They were able to sell more of a product category that they had forecasted as being a big revenue driver that year.

When your sales copy mirrors your customers’ language, they feel heard and understood. That connection leads to trust, and trust leads to action.

Key Takeaway: VoC helps you create a genuine connection with your audience, making them more likely to take action when they read your copy.

Why It’s Essential to Work with a Copywriter Who Uses VoC

If you’re serious about scaling your business and increasing your sales, working with a copywriter who understands the value of VoC can make a big difference.

While proven copywriting formulas and writing structure are essential, experienced copywriters understand that creativity comes second to hard data (VoC).

By marrying the fundamentals of copywriting and customer research, a skilled copywriter can help you craft messages that:

Resonate with Your Audience: By using the language your customers use, they can make your messaging feel more personal and authentic.
Address Emotional Needs: A good copywriter knows how to tap into the emotional triggers that motivate purchasing decisions.
Drive Results: Copy based on VoC insights is more persuasive, leading to higher conversion rates and a better return on your marketing investment.

Key Takeaway: Partnering with a copywriter who knows how to harness VoC can unlock the potential of your sales copy and help you connect with your customers in a meaningful way.

To take it a step further, let’s put all of this into action in your sales copy.

How to Incorporate VoC into Your Sales Copy

Once you’ve gathered your VoC insights, it’s time to put them to work in your sales copy. Here are some simple ways to use VoC to improve your messaging:

• Focus on Benefits, Not Features: It’s not just about what your product is—it’s about how it makes your customers feel and what it helps them achieve/problems it helps them solve.
• Address Pain Points: Use your customers’ language to describe their challenges and show them how your product can solve their problems.
• Incorporate Testimonials: Use customer testimonials that echo your audience’s language to build credibility and trust further.
• Create Urgency: Highlight time-sensitive offers or limited availability using language that appeals to their desire for immediate results.

Here’s a simple example using the foundation we talked about above:

“Achieve your best skin yet with our lightweight, breathable foundation. Designed to blend seamlessly and provide buildable coverage, it delivers a natural, radiant finish that lasts all day. Say goodbye to touch-ups and hello to a glow that feels as good as it looks.”

The emotional language here speaks to the real struggle your customers face (feeling insecure about foundation moving, creasing or fading). It taps into their desire for change (radiant, glowy finish that lasts all day -> confidence).

Key Takeaway: Use your customers’ words to address their needs and desires, and you’ll create copy that feels personal and compelling.

Finally, let’s review and recap what you learned.

In Summary: Sell More By Using VoC in Your Marketing & Sales Copy

Voice of Customer is a powerful tool that can elevate your sales copy, foster deeper connections with your audience, and ultimately drive better results for your business. By understanding your customers’ language and the emotions behind their words, you’ll create messages that resonate and inspire action.

When you make it part of your process to listen closely to your customers and reflect their language in your copy, you can create marketing that speaks directly to their hearts and minds.

VoC is a game-changer for your business—use it consistently, and you’ll sell more and foster customer loyalty.

Learn more about my copywriting services here.