The gold in your client forms

Your onboarding forms might be the most underrated bit of marketing research you own. This week's episode is a quick admin prompt: dig out your client questionnaires and look at what people actually say when they explain why they chose you. I share what I discovered when I did this myself (spoiler: I'd been talking about the wrong thing on my sales page), plus some easy ways to spot the patterns, from good old-fashioned highlighters to AI and word clouds.

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