The Power of Voice of Customer Messaging: Transforming a Rehab Center's Lead Generation
In the competitive world of rehabilitation centers, one facility discovered a game-changing strategy that quadrupled their leads, leading to a dramatic increase in bookings. But before this breakthrough, they were struggling to connect with potential clients, with an approach that was more off-putting than inviting. So, what was the secret to their success? It all boiled down to one simple yet powerful method: Voice of Customer (VoC) messaging.
The Problem: A Disconnect with Potential Clients
Most companies, including this rehab center, tend to write their website content themselves or outsource it to someone who might not fully understand their customers. This often results in a major disconnect, with websites sounding more like a sales pitch than a conversation. They talk at the customers, not with them. As a result, potential clients visit these sites and leave without a second thought. They don't connect, they don't feel understood, and they definitely don't click the "Let's Get Started" button.
The Solution: Using Magic Words
Enter Sandra Bey, a website conversion copywriter who helps business owners get more leads from their websites just by changing the words. According to Sandra, the magic words any business can use on their website are those that the target audience is using. By listening carefully to what they're saying and using the language they're using, you're speaking their language. This is what marketing pros call voice of customer messaging.
The Science Behind Voice of Customer Messaging
Voice of customer messaging has been scientifically shown to work time and time again. Researchers found that when two people talk to each other using the same kinds of words and style, they understand each other better and can convince each other more easily. This concept, known as language style matching, is a powerful tool to have in your marketing arsenal.
The Rehab Center's Success Story
The rehab center mentioned earlier was using the headline "Your addiction ends here" on their website, which was largely ignored. But after conducting research and learning the real words that rehab patients were actually saying, they revamped their website. They changed their headline to "If you think you need rehab, you do." The result? Clicks soared, and inquiries went up over 400%.
How to Implement Voice of Customer Messaging
To implement voice of customer messaging, you can start by analyzing real customer reviews of your business and your competitors. Look for common phrases, words, sentiments, and ideas that appear the most. Organize these commonalities into rough answers to key questions about your customer's journey. Then, use these insights to craft website content that speaks directly to your target audience's needs and concerns.
Conclusion
The power of voice of customer messaging cannot be overstated. By articulating the problem your customers have or reflecting their feelings back to them in their own words, you create a connection. They feel understood, and they're more likely to trust you with their needs. If you're looking to transform your lead generation and connect with your audience on a deeper level, it's time to start listening and using the magic words they're using.
