“Interview recent, first-time customers and longtime, repeat customers. What benefits have they received from your product? How would they describe your product? Would they recommend it to a friend?”
According to Joel Klettke, “The biggest mistake I see in copywriting and conversion is companies who don’t do their homework by interviewing their customers.” If you don’t ever talk to your customers, you won’t be able to produce content that works for them. You have to get new and previous customers on the phone, and listen to what they have to say. Also, interview your sales and services reps for more details.