What do your best clients say when you’re not in the room?
Uncover the exact language your best clients use to describe themselves, their situation, and your work and use it to attract more of the right customers.
Close the Perception Gap
Find out what your best customers say about you. Eliminate your own blind spots and expertise bias. Immediately improve your messaging and establish positioning that is oriented toward the clients you want to work with.
Here’s how it works:
I interview three of your clients — the ones you’ve done the best work for, and who represent your ideal customer. Then, I give you two things:
A Voice of Customer Research Brief that maps exactly where your clients’ perception of your value lines up with your positioning, and where it doesn’t. What language they’re using that you’re not. What they value they gained that you’re underselling. This will give you the exact information you need to update your messaging, refine your website, marketing, and sales materials, and improve your outbound lead generation tactics.
- You’ll have the right words to use to attract more of the clients that you are excited to work with.
- You’ll know how they found you, why they chose you, and where to find more of them.
- You’ll have evidence, instead of guesswork.
PLUS three case studies, ready to publish, written in the language your buyers actually use.
- Full-length articles you can publish on your website
- Quotes and soundbites you can use in sales presentations and materials
- Proof you can share in proposals and presentations
How It Works
Week 1 — Intake We start with a one-hour call. I learn your business, your point of view, and what you most want to understand. Then, I’ll schedule interviews with three of your clients who you believe best represent your ideal customer. You make an email intro, and I’ll take it from there.
Week 2 — Interviews I interview your three clients for about 30-45 minutes each. You’re not in the room, because people say things to a neutral third party they’d never say to you directly.
Week 3 — Synthesis and delivery I write your three case studies, synthesize everything into the Voice of Customer Research Brief, and we close with a one-hour strategy debrief where I walk you through what I found and how you can use it to enhance your positioning and messaging.
What You Walk Away With
A clear picture of how your clients describe your value — in their words, not yours
The specific gaps in your current positioning compared to what your market is experiencing
Three case studies ready to use on your website, in proposals, and in outreach
A Voice of Customer Research Brief you can use to sharpen your messaging, orient anyone who helps with marketing, sales, or customer engagement, and inform your content for months.
Is this Right For You?
This is perfect for you if:
- You’re leading a growing B2B service firm or small agency.
- You’re refining your offer or services, deepening your niche or expertise, or exploring growth opportunities — and want to ground your decisions in real customer perspective.
- You want to use the voice of your customer to inform your positioning, messaging, and marketing strategy.
This isn’t the right fit if:
- You are moving into a new sector or industry and don’t yet have clients in that space (that is a different type of buyer research).
- You are still building momentum and don’t have a strong sense of who your customers are.
- You’re looking for simple content creation, not deeper strategy.
Investment
Perception Gap Audit
$997
✓ 3 Client Case Studies (value: $1,200)
✓ Voice of Customer Research Brief (value: $650)
✓ Positioning Discovery Session (value: $300)
✓ Debrief Strategy Session (value: $550)
TOTAL VALUE: $2,700
Perception Gap Audit + Positioning Architecture
$1,497
✓ Everything in Perception Gap Audit PLUS:
✓ Complete Positioning Architecture that connects your point-of-view and the voice of your customers into a comprehensive business narrative that you can use to train AI, brief marketing partners, and guide thought leadership content creation.
TOTAL VALUE: $3,500
We start with a Positioning Discovery Session, and I only book two per month. If you’re ready, secure your spot now.
We thought you might ask…
We regularly review our call recordings. Why would we need customer interviews?
Call recordings provide a wealth of information. But the customer insights you can gather are limited. First, client meetings typically have an agenda and purpose that do not allow for free-flowing conversation. Plus, it’s human nature to want to avoid awkwardness, so clients might be hesitant to share something that might make you uncomfortable. Having an outsider speak with your clients opens the door for greater transparency. And, I will ask questions and probe for information that probably would not come up during a typical business-related call.
What happens if my clients are not available to schedule an interview right away?
Yep – that happens. We will schedule around their availability, thereby extending the timeline for the project.
Will you share the client interviews with me?
To ensure your clients feel comfortable sharing their experience (even things that were less than perfect), I do not share the complete call recordings. I will provide a synthesis of what was said, including key soundbites and quotes.
I have a question that is not answered here.
I would be happy to talk! Please reach out to me at katie@kateturnermarketing.com with any questions.