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Brand, web & content

How do I find the exact words my customers use to describe their problem?

Mine their language directly, sales calls, support tickets, reviews of competitors, Reddit and community threads. Then feed their phrases back into your copy verbatim. The best copy isn't written; it's assembled from what customers already say.

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2 resources.

📄 Article
Free Intermediate

Julian Shapiro's growth handbook frames brand and messaging as downstream of who you're for and what you replace, practical foundations, not brand theory.

Positioning (Startup Handbook: brand and marketing foundations)

From julian.com by Julian Shapiro 20 min read

  • Brand is a consistent promise and feeling, not a logo
  • Mine customer language from calls, reviews and communities
  • Nail who you're for before investing in visual polish
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