The secret marketing weapon everyone avoids

Why client interviews are a gold mine and how I approach them for maximum insights

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This week I am conducting, not one, not two but FIVE interviews on behalf of clients.

That's right I am sitting down 1:1 with my clients' clients with the goal of getting as much information about their buying journey as humanly possible in 30 minutes.

Every marketer has a hill to die on- mine is voice of customer

I can't tell you how common it is for me to sit down with a new client and discover that they have NEVER rounded up 3-5 of their ideal customers and asked them a bunch of questions.

(incoming sass)

So that 5 page content strategy, that long-form sales page, those expensive assets you paid to have built are sitting on your assumptions and "deep knowledge" of an industry? Or worse...what your competition is doing?

To me this is so crazy (and risky).

Here's the beauty of setting up those calls.

Your clients will tell you:

• what was going on in their life before they found you (what their problem is and what stage of awareness they were in at the time)
• what objections were swimming through their head as they encountered you and your offer. (we all have objections, why not address them head on?)
• how they came to make the purchase decision (why did they end up going with you)
• What it was actually like working with you (we all have room for improvement)
• What their life looks like now (everyone loves an after shot)

If you get answers to the above you my friend have an iron-clad content strategy.

You also have:

• positioning
• messaging
• ICP (ideal customer profile)
• offer alignment

All from a 30 minute chat with some nice people who paid you good money.

Lead with curiosity: how I approach my calls + 5 tips

I have found over the years (I can say that now) that keeping it organic is the way to go. You can have in your mind the answers you need to get (see above), but I wouldn't force the questions. This is also why I prefer face-to-face over sending survey questions. Surveys are great for when you want quantitative data (9/10 people said that...) but not great for qualitative date (what you need for content strategy)

1. Folks love to talk about themselves and their problems. All you have to do is remain genuinely curious. I often start questions with "I'm curious...when you x did you experience y?" or "I'd like to double- click on the word "x". Can you tell me more about that?"

The reason for this is because I like to hear how people actually talk about your service/ offer and then compare it to how you talk about it.

Infusing your marketing messaging with the actual words people use is powerful and will make you sound like you are literally inside their heads.

2. No one likes interviews. If you need help sweetening the deal offer a $25 gift card or a donation to a charity. Works like a charm.

3. Diffuse the pressure of being interviewed by being upfront about why you are doing this, why you are recording this and what will happen with the recording. Ask them if they are open to using the interview for a future case study. Ask them if you could draft a testimonial based on your conversation and send it back for approval.

4. Pick super-fans rather than 'anyone who said yes'. This way you stand a good chance that you will get a testimonial out of this as well. The gift that keeps on giving.

5. Be human. Remember this is a conversation NOT an interview. Talk about the dog, the kids and that weird thing in their zoom background. The more authentically you show up the more likely you are to put people at ease and get the truth out of them. The truth shall set your marketing free.

Bonus tip: At the end of the interview I always ask the: "If you could wave a magic wand question." This is a great open ended question that can give you insight into how you can improve your offer/ service.

Now get out there and book some calls.

Hope this helps!

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Hi! Diliana here. I'm a B2B content writer, entrepreneur and mother to both human and fur babies. I write a weekly micro- essay on content marketing, business and being human in a world obsessed with AI. Glad you could join me!