The Secret to Solid (ahem) Results

I’m not going to lie. I love a good poo joke.

I’ve never bonded with anyone faster than I have with a new friend who drops a solid poo joke in the first hour of meeting.

Solid (adjective): Good, reliable.

Solid (noun): A state of matter.

I also really, really love my ugly little Jack Russell, Stella.

So I was delighted when I saw the >>latest ad for Lyka Pet Food.

Previous Lyka ads were also well-produced and leveraged some decent humour. They focused on product ingredients and brand values. They were fine.

This new campaign, however, is a cut above.

This ad is so much more effective not only because "making dog poo easier to pick up" is a genuine customer benefit, but also because it uses authentic customer language.

As a pet owner who has experienced that moment of despair while attempting to scrape a mess off a neighbor's verge with a flimsy plastic bag and an audience, I know in my soul that Lyka got that line "makes your dog's poo less horrific," directly from their Voice of Customer (VOC) data.

VOC data is integral to great marketing copy.

Before my first kickoff meeting with any new client, my team has already spent hours in the trenches of VOC research. We trawl through social media threads, reviews, and SEO search data to find the verbatim phrases and words people use when discussing my clients industry, competitors or pain points.

We do it because when you reflect your target audiences own language back to them, they think "This person actually understands my life." It allows you to bypass their sales radar and form a genuine connection with them.

VOC is the metaphorical fiber that gives your messaging the consistency it needs to make a "solid" impression on your customers (boom tish).

How much real customer dialogue are you using in your copy?