I saw the most genius TikTok the other day. It was a couple sitting at their dining room table playing a little automated tic-tac-toe game. But here’s what I loved the most —the caption read: Whoever loses has to do the dishes. And immediately, I thought: This is marketing done right.

It wasn’t about the product itself. It was about the experience of using the product. Instead of the typical “Hey, look at this cool tic-tac-toe game,” they showed how it actually fits into their life in a fun, relatable way. And that, my friends, is exactly what makes content engaging.

Why Your Customers’ Words Are the Secret Sauce to Better Content

The best marketers preach this constantly: 

If you want to create content that stops the scroll and converts followers into fans (and buyers), you must start incorporating the words, feelings, and experiences of your actual customers.

Take everything they say—their experiences, the transformation they’ve had, their frustrations before working with you—and put it into your content. These words belong in: 

✔️ Your Instagram Reels and carousels 

✔️ Your website copy (especially above the fold!) 

✔️ Your Instagram and LinkedIn bios 

✔️ Your sales pages and email subject lines

The Problem with Selling Like a Mall Kiosk +  The best way to increase your sales on Instagram

Have you ever walked through a mall and been chased down by someone at a kiosk trying to straighten your hair or spritz you with a random fragrance? That’s the social media equivalent of constantly screaming “BUY THIS!” at your audience.

We love to buy things, but we don’t love being sold to.

Instead of telling people why your product or service is amazing, show them what it looks like in their life. The tic-tac-toe couple nailed it. They weren’t the manufacturer pushing a sale; they were regular people showing how the game made their everyday life a little more fun.

How to Find the Right Words for Your Content Using Voice of Customer

If you’re thinking, “Okay, Shannon, but how do I get these magical words?”—don’t worry, I got you. Here’s what to do:

1. Dig into Customer Reviews

Go to competitors’ websites or products similar to yours and read the reviews. What are customers saying about why they love (or hate) something? Use that language to craft your messaging.

Example: Instead of saying “This is our best-selling bath bomb,” Uncommon Goods used a real customer’s words: “Bath time went from ugh to yay.” Boom. Instant relatability. If you’re a fitness coach, you could say: “Take your at-home workouts from ugh to I can’t wait.”

2. Go Through Your Own Testimonials, DMs and Comments

If you already have happy clients, go back through their testimonials, DMs, and comments – what phrases and words are they using? These are gold for your content.

3. Look at Comment Sections

People spill all their thoughts in comments. Whether it’s a big-name influencer in your niche or a competitor, pay attention to the frustrations and desires people share.

4. Ask Your Audience

If you have past customers, reach out and ask: 

👉 Why did you choose me? 

👉 What made you refer me? 

👉 How did this product/service change things for you?

Offer a $5 gift card in exchange for a quick Zoom or phone chat. The insights you’ll get will be priceless.

How to Turn Customer Words into Content (Without Sounding Salesy)

Once you’ve got all of that info, it’s time to turn it into content. Let’s go back to our bath bomb example. Here are three easy post ideas using that one customer phrase:

➡️ Reel Idea: “POV: You used to dread bath time, and now it’s gone from ugh to yay.” (Show the bath bomb fizzing in the tub.)

➡️ Carousel Post: “Watch me take the dreaded 4–7 PM window from ugh to yay.” (Walk through how the bath bomb transformed your routine.)

➡️ Story Poll: “Do you love or dread bath time with your kids? 👀” (Engage your audience while subtly leading them toward your solution.)

The Bottom Line: Let Your Customers Sell for You

The best way to sell more is to let the people who’ve already bought from you do the talking. Their words carry way more weight than anything you can come up with on your own.

And if you haven’t sold anything yet? Start by talking to people you’d love to work with and ask them about their struggles. Use their words in your content, and you’ll be amazed at the difference it makes.

Now, go find those golden phrases and put them to work. Your next viral post might just be one customer quote away. 😉

More juicy tips like this inside of this quick 9 minute video ⤵️