“You can’t connect if you don’t speak the language. So where to you go to “hear” the language your audience uses?
1. Drain the brains of everyone who interact with your customers and hear how they phrase their own needs. This would certainly include your sales staff and any customer service representative.
2. Take the time to canvas consider opinion forums. Read what folks write and post about you, your product, your service, and anything related.
3. Invest some time in paying attention to the keywords that folks type into their browsers. If you have your own in-site search feature, mine those logs. You can also turn to applications like WordTracker.”