How Sean Ellis Unlocks Customer Language to Drive Growth

Understanding your customers’ needs and perceptions is the key to unlocking growth, and Sean Ellis, the growth hacking expert, has developed a proven method to identify and engage your most valuable users—your “must-have” users.

Here’s how he does it:

Step 1: Identify Your “Must-Have” Users

Ask your users a simple, yet powerful question:
“How would you feel if you could no longer use this product?”

Provide three response options:

• “Very disappointed”
• “Somewhat disappointed”
• “Not disappointed”

Focus your attention on those who answer “Very disappointed.” These are your “must-have” users—the ones who see your product as essential. They are the foundation of your product’s growth because they truly understand its value.

Step 2: Unlock Their Language and Insights

Once you’ve identified your “must-have” users, ask them these targeted questions to uncover the language they naturally use to describe your product.

1. To Define Your Core Benefit:
   • Ask: “What is the primary benefit you’ve received from using [your product]?”
   • Why: This response helps you identify the core value your product delivers, which is crucial for shaping your messaging.
2. To Discover Your Hook:
   • Ask: “What were you hoping [your product] would do for you when you originally tried it?”
   • Why: This uncovers the expectations and problems your product solves, allowing you to craft messaging that resonates with potential customers’ pain points.
3. To Craft Your Description:
   • Ask: “Have you recommended this product to others?”
     • If Yes: Follow up with “How did you describe it?”
   • Why: When users recommend your product, they use their own words to describe its value. This language is gold for creating authentic, relatable messaging on your homepage and marketing materials.

Step 3: Apply the Insights to Your Homepage

Take the responses from your “must-have” users and integrate their language into your homepage and other key marketing assets.

• Use their words to define your value proposition: Make sure your core benefit is clear and compelling.
• Highlight the pain points and expectations they shared: Ensure potential customers immediately see how your product addresses their needs.
• Incorporate testimonials and real quotes: This adds credibility and makes your messaging more relatable.

Why This Works

1. Authentic Messaging:
   Using the language of your best users ensures your messaging feels authentic and relatable to others like them.
2. Focused Insights:
   By honing in on your most valuable users, you focus your efforts on the people who truly matter—those who will drive retention, advocacy, and growth.
3. Improved Conversion:
   Messaging shaped by real user insights resonates more deeply with potential customers, leading to higher engagement and conversions.

The Bottom Line

Sean Ellis’s approach is a powerful way to align your product’s messaging with what truly matters to your audience. By identifying your “must-have” users and leveraging their insights, you can create marketing that not only speaks directly to your ideal customers but also drives growth and loyalty.

What will you uncover when you start asking the right questions? 🚀