Messaging isn’t just copywriting; it’s pattern recognition. And pattern recognition starts by talking to customers early and often.
That’s why I don’t wait until I “need a quote” to start interviewing.
Instead, I build customer conversations into my workflow from the start, so I’m not just guessing what resonates, I’m hearing it firsthand.
How I Turn Customer Calls Into Messaging & Case Studies
Here’s my step-by-step approach:
- Get Consent—Early Tailor questions to the persona, use case, and goal—whether I’m validating messaging or sourcing a story. Here's the one I use »
- Customize the Question Guide—Tailor questions to the persona, use case, and goal—whether I’m validating messaging or sourcing a story. Here’s a sample guide »
- Align With Experts—Loop in implementation, product, or CS leaders to sanity-check for technical gaps or missed angles.
- Record Everything—The best soundbites don’t come from scripted questions. They happen when customers are just… talking.
- Use AI to Parse Patterns—I use Microsoft Copilot or ChatGPT to review transcripts and surface themes, phrases, and differentiators.
One Call, Many Uses
- Sometimes a call turns into a case study.
- Sometimes it’s a quote in a deck.
- Sometimes it’s just the sentence I needed to finally nail the homepage headline.
But every time, it gives me something stronger than guesswork.