Voice of customer data is the foundation of converting copy

Executive overview

Most copywriters brainstorm messages from their own heads or from AI — neither works. The best-converting copy comes directly from what customers say, in their own words.

VOC data drives both what to say and how to say it.

What VOC data is and why it matters

• Voice of customer (VOC) data = what current and future customers say and how they say it
• Covers what they say about you, competitors, and themselves across the full decision-making process
• What they say determines message order on pages, emails, and ads
• How they say it determines the actual copy words

How to capture and reuse VOC

• Use qualitative research: open-ended interviews, surveys, review mining
• Quantitative data optimises copy; qualitative data drives what to say
• Research done for one piece can be reused across related assets — sales page, emails, upsell pages, retargeting ads