{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Operator's Canon","title":"They Love My Free Stuff and Won't Buy, Voice of Customer","html":"","width":"100%","height":180,"duration":492,"description":"An online course creator has a beloved free following and a sales page that gets traffic and almost no buyers — and keeps rewriting it in her own words instead of her customers'. Brian and Dave get into Voice of Customer: the discipline — the formal term traces to Griffin and Hauser in 1993, and conversion copywriters like Joanna Wiebe later turned it into review mining — of building your copy out of the exact language customers already use for the problem, before they ever met you. They cover how to mine DMs, reviews, and a few real conversations, how to sort what you hear into the headline, the promise, and the objection, and where Voice of Customer can't help. Monday Move: message five buyers and five people who signed up but never bought, and ask them one question — \"What was going on for you right before you looked for help with this?\" — then collect the sentences.\nWritten version and this week's Monday Move: The Operator's Library at mmsvegas.com.","thumbnail_url":"https://img.transistorcdn.com/aQIfTzLICsQKCtBAGh5CfKZmI8srAf5E3AuKQIGsZ9E/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jM2E0/MDA5N2EzMWVlYTVk/NTNiYTIwYThlY2Yy/NTQ2YS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}