• Use AI to analyze research – mine VOC data for pain-points by using ChatGPT
  • Get ideas for vivid, descriptive copy, even with no VOC data
  • For conversion copywriters, SaaS and ecommerce founders, marketers
  • Takes just 5 to 10 minutes

You’ve done the surveys. You’ve run the interviews. You’ve read customer reviews and Support transcripts. And now you have to analyze all that voice of customer (VOC) data.

But there are 1000s and 1000s of lines to sort through. Are you supposed to read through each and every line? Maybe. In a perfect world. One where you’ve got more time than you know what to do with. But that’s not the world we live in.

The world we live in is busy. But it also has AI. 🙂

So why not use AI to analyze your prospect’s pains, as they’re described in your research?

Here’s what to do: Ask ChatGPT to step into your target persona’s shoes for you. I’ll show you how. But first – here’s the output of the process I’m about to teach you. This is what ChatGPT found for me when I prompted it to analyze VOC data for pain points:

Final result for pain points descriptions

Here’s how to use ChatGPT 4 to get similar results for your business or client.

Step 1: Gather your customer pain-point data (Problem)

We’re about to tell ChatGPT to step into our ICP’s shoes and walk a hundred miles in them. So it can really feel the blistering pain. In order to do that, it’s great if you already have pain point data available for your target audience.

For me, using an Internal Communication Manager persona as an example, this is what my data looked like:

List of pain points for target persona

For now just make sure you have it handy for our first prompt.

If you don’t have much yet in terms of data because you’re very early stage, there’s still a way. You can dig into customer reviews and distill pain points from those.

Or check out the Bonus tip down below.

Step 2: Use ChatGPT to bring their pains to life (Agitation)

Next, we’re going to turn those pain points into a very vivid and detailed description of what they might look like for our target persona. After all, this is what good VOC (the data you probably don’t have if you’re reading this) helps you with: it creates images in your mind, that you can use to write compelling copy.

In ChatGPT, write the following prompt, followed by your pain point list:

Prompting ChatGPT to extract vivid pain point descriptions.

Copy paste this prompt:

What are the real world implications and consequences for [target persona] having to deal with the following pains and problems? 
[pain point list]
Expand and provide examples in vivid, descriptive detail of how they would experience them. Write it using the second person "you".

What you’ll get is a series of vivid and detailed descriptions of each one of the pains you listed. Almost like snapshots into your customer’s experience.

This is the context you need to write compelling copy that speaks to your prospects:

Highlighting descriptive pain points and context we can use for copy.

Step 3: Get even more vulnerable

What we got in Step 2 was already quite good. But we can do better.

Let’s take a peek into our customer’s “day in the life”.

We’re going to turn those pain descriptions into journal entries. This is great if you want to get even better ideas for the real-world scenarios your prospects might be in before buying from you.

This context is what can often make or break your chances of converting.

In ChatGPT, right after the previous result, use the following prompt:

Prompting ChatGPT to write a journal entry from our customer.

Copy paste this prompt:

Rewrite the previous points as a journal entry from the first person perspective of a [target persona]. Make it vivid, descriptive, and clear. Be creative. Nobody will read the entry so they can be as brutally honest and vulnerable as they want.

Within 10 seconds, ChatGPT had generated the following for me:

Journal entry of pain points for target persona

Look at all that gold 🤩

Now, you might notice that ChatGPT also uses a LOT of metaphors. My theory is that it does it in order to compensate for the lack of specific details it has available. So it tries to fill in the gaps.

But, we can fix it.

Just use a quick correction prompt like this one if needed:

Correcting ChatGPT to avoid using metaphors

Copy paste this prompt:

Rewrite it but don't use metaphors. Write like a human would and be direct and descriptive. 

You can see part of the result below.

Journal entry adjusted with no metaphors

Step 4: Find what’s in it for them (Solution)

You can repeat the same process for the customer’s “dreamstate” or the desired outcome they want to achieve, This will give you copy ideas for the S (Solution) part of your PAS framework.

Just use this prompt right after the previous results:

Copy paste this prompt:

Rewrite the journal entry but after they've been successfully using a new intranet to solve their problems. Make it vivid, descriptive, and clear. Be creative.

ChatGPT generated the following right away (part of the full result):

Dreamstate result of journal entry for Internal Communications managers

If you want to read the full chat head here.

Bonus: Generate your customers pain points when you have no data and can’t yet run any research

When you have no pain point data but you absolutely need to get ideas for your copy, here’s what you can do:

Ask ChatGPT to give you a starting point. Here’s a simple prompt you can use:

Prompting ChatGPT to extract a pain point list

Copy paste this prompt:

What are the potential specific pains and problems of [target persona] in using a [product or product category]?

You’ll get a list of bullet points divided by pain point area that you can use to get going (by the way, the pain points at the beginning of this post… yep I generated them using this prompt 😜).

I tried this ChatGPT prompt for another entirely different product. Here’s what happened.

I’m big into prepped meals and tracking my macros. It’s a cult.

And like with any other proper cult, we’re serious about this stuff.

So, I imagined working on copy for a B2C company selling healthy prepped food, delivered right to my doorstep.

After writing down my pain points, I went ahead and repeated the same process:

Asking for descriptive pain points for a prepped meal company customer.

And ChatGPT delivered in a few seconds:

Descriptive pain point ideas for prepped food company customer

Here’s the full chat up to this point.

Now that you havea lot of “VOC” ideas, it’s time to put them into practice. Learn how, here.