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Throwing away the wings 🍗
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Hi Reader, In 1964, chicken wings were considered garbage. Back then, commercial kitchens treated wings as a worthless byproduct. They were either tossed into a stockpot to flavor soup or thrown straight into the trash. But, as local legend has it, one late Friday night at the Anchor Bar in Buffalo, NY, Teressa Bellissimo found herself with an accidental surplus of wings and a crowd of hungry bar patrons. Instead of tossing them, she fried them up, and threw them in hot sauce and accidentally made something (big) out of nothing. She was just trying to please a late-night crowd. Instead, she accidentally created a signature dish that came to define the culinary identity of a whole city. For most of my career, I treated customer interviews (testimonials) exactly like those pre-1964 chicken wings. And maybe you have too. This is how it goes: It is time to grab 'voice of customer' for a testimonial quote or video. You dive into a deep, unscripted conversation with a user, then dig through the transcript just to find one 60-second soundbite to slap on a landing page as a testimonial video. The rest . . . is treated like garbage. Don’t get me wrong, those videos are great social proof, but you are throwing away the wings. The real wealth is in the raw, unscripted transcript. That is why we changed our entire process to be “wings-first.” What I used to treat as a byproduct is now our headliner: deep business insights extracted directly from conversations with your best clients (or your clients' best clients) that can be used all over your business. We run a structured methodology called a rootThread analysis. We capture deep client interviews using our video-studio-in-a-box, and then run an extensive analysis on the raw transcript to extract the verbatim objection killers, specific ROI data, and the exact positioning language your team needs to establish or scale a campaign. And you get some nice video assets too. The video asset has become the delivery vehicle. The transcript is the goldmine. If you are already talking to your best clients, stop letting the tasty bits go to waste. Start extracting the insights that actually convert. If you want to see exactly what an extraction report looks like, you can check out our live example here. And if you're just here for the wings, you can find your next lunch spot here. |
Strategic video that speaks your client’s language
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