I spend an age agonising over the right words to use whenever I'm updating my website or creating some new kind of marketing.

And I always, always seem to forget the very best words you can use in marketing:

The words of your clients.

Not just in testimonials (though that's a great use of their words, obviously).

But in headlines and subheads. In bullet points.

Whenever you describe what you do and the value it brings, the words your clients use are golden.

They ring true. They're in a language that clicks with other potential clients.

They're much better than even the costliest copywriter could create.

But you've got to gather them – and that's where most of us fall down

I can't tell you the number of wonderful things clients have emailed me where I've thought “I'll use that” – then I lose track of the email and can't remember who said it so I can't get permission to use it.

Do you systematically file away nice things your clients say or email? Have you got a system in place to automatically ask for feedback?

And it's not just the nice things clients say about you that you should be gathering. When clients describe their problems or goals to you, try to use those same words when describing how you can help and the kinds of problems you can solve.

Again, that means remembering to write down or save those vital morsels. Or perhaps running a quick survey for new subscribers or new customers to narrow down their main priorities.

Not only does it help you know which areas you can best help in, it also gives you great language you can use verbatim to show other potential clients and subscribers you understand the kind of issues they're facing.

The more you use your clients' language the more you feel like “one of them” and the more they feel you understand them.

All from systematically listening and writing things down :)