Most businesses guess what their customer wants. The best ones? They listen. In this episode of 10 Minute Masterclass, Trey Sheneman teaches you how to use Voice of Customer (VoC) research to build high converting avatars, clarify your message, and write copy that makes your customer feel seen. If you’re building a brand, running campaigns, or refining your offer, this episode is your blueprint.

Key Takeaways

• Stop guessing who your customer is; listen to what they’re already saying.
• Voice of Customer research turns your copy from megaphone to mirror.
• Use 5 golden buckets to guide your interviews:
  • Pains – What were they struggling with?
  • Desires – What did they want life to look like?
  • Triggers – What pushed them to take action?
  • Objections – What hesitations did they have?
  • Transformation – What changed after buying?
• Use this statement to summarize your avatar:
  • “I help [identity] who struggle with [pain] get [desired result] without [objection].”
• Apply your customer language across ads, landing pages, content, and pitch decks.
• Most brands have more than one avatar; identify your core and secondary profiles.

Timestamped Highlights

[00:00] – Great marketers don’t guess; they listen.

[01:30] – The fifth driver of growth? Maybe, but we focus on the four.

[02:30] – Why Voice of Customer is the foundation of your avatar.

[03:00] – Shoutout to Ryan Levesque and the book Ask.

[04:00] – How to identify your best-fit customers for interviews.

[05:00] – The 5 golden buckets of customer research.

[06:00] – How to build your avatar profile as a sticky Mad Lib.

[07:00] – Use your profile across all marketing and sales touch points.

[08:30] – Most businesses have more than one avatar; watch the patterns.

[09:00] – Sign up for 10 Minute Takeaways for a free VoC interview tool.

[10:00] – Final note: If it doesn’t challenge you, it can’t change you.

Sign up for 10MinTakeaways here: https://www.10minmc.com/ 

Grab Ryan Levesques's book Ask here: Ask by Ryan Levesque

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