Make a list of keywords related to your brand, your product type, and competitor brands.
Google each of your keywords alongside words like reviews, complaints, forum, questions, discussion, or comment.
Check popular review sites like Amazon, Yelp, ConsumerReports, TrustPilot, TripAdvisor, and Facebook Pages.
You can also review reviews on your own website, if you collect them there.
Keep an eye out for reviews that look obviously fake, which is becoming an increasing problem in digital marketing and sales.
Collect real phrases that audience members use when they talk about your products.
Look for audience reviews and comments that include one or more of these components, as outlined by conversion-focused copywriter Joanna Wiebe:
- Benefits and points-of-value.
- Anything they rave about.
- Specific things they don’t like about products similar to yours.
- Suspicions they have or ways they’ve been burned.
- Exact real-life problems your product helps them minimize or solve.
- Interesting analogies and similes they use.
Collect your findings into a spreadsheet with columns for Timestamp, Verbatim message, Main topic, Formula aspect addressed, Message type, and Message location.
You can download CXL’s Message-Mining Form and Spreadsheet template to get started. For each relevant review:
- Copy and paste the piece of the review that is relevant to your messaging.
- Identify the main topic of the message to organize your message-mining by theme.
- Decide whether the review addresses motivation, value, and/or anxiety.
- Identify the kind of message based on the list including options like desired outcome, pain point, uncertainty, etc.
- Enter the URL or page where you found the information for future reference.
In CXL’s template, all responses to the form dynamically fill out the spreadsheet for future evaluation.
Categorize and rank your messages according to your top motivators, purchase prompts, objections, and swipe-worthy copy.
Consult your spreadsheet whenever you’re creating marketing content.
Use audience messages to build relevant and value-focused headlines, authentic lead paragraphs and hooks, market-specific terminology, emotionally-engaging purchase prompts, and copy that addresses real customer objections.