I conduct qualitative interviews with my clients’ customers as a part of most of the projects I do. The goal of these conversations is to understand how my clients’ products or services help and improvetheir customers. I am looking for the emotion and the value people perceive, because this becomes the most powerful marketing my clients can put into the world.

Here are the eight phrases my clients’ customers relay frequently when asked “What do you like best about my client’s product or service?” At least some of these should be showing up your own marketing messaging:

It’s easy. They make me look good to my boss. They make my job easier. It saves me time. It saves me money. It brings me peace-of-mind. It just works. Working with them lets me concentrate on my own work. They’re dependable.

Note that no technical details are mentioned. No specs are detailed. There’s nothing here about process, approach or system. Customers are interested in results, outcomes, and good feelings. This is what customers want. You’re probably delivering it to them. The question is, are you communicating it?

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.