A Real-World Example: Turning Stories into Strategy
Take, for example, a recent analysis of twelve published case studies from an ecommerce software development agency.
The agency had spent years delivering projects, but their messaging remained broad and feature-focused.
By parsing the open text across those twelve stories—highlighting customer quotes, project outcomes, and recurring pain points—a pattern emerged. Clients praised the agency’s ability to reduce cart abandonment, speed up site launches, and deliver backend flexibility that adapted to fast-changing product lines.
Based on this analysis, the agency rewrote its value proposition to focus on conversion optimization, rapid deployment, and custom backend integrations.
Instead of “building scalable ecommerce solutions,” their new message now clearly reflects how they solve the real-world challenges clients consistently mention.
How Do You Turn Raw Feedback Into Messaging That Converts?
The process starts with compiling your case studies.
These might include public-facing success stories, open ended surveys, internal documentation, or even fragments from sales calls and email threads.
Once gathered, extract the open text—quotes, anecdotes, and descriptive passages that go beyond the bullet points.
Tools like Blix can help you automate this process, but even manual verbatim coding can yield surprising insights.
Blix’s client Generosity X used open-ended questions like 'How would you describe your motivation to donate?' to craft effective donor messaging and personalized communications for their customers.
What Patterns Should You Look For in Customer Feedback?
From there, look for patterns. What words come up again and again? What do customers emphasize most? Is it speed? Relief? Simplicity? Do they mention how it felt to use your product, or how quickly they were able to deliver results?
These recurring themes are the raw materials of your new, authentic value story.
Real Voices Make Real Impact
Let’s take an example. A generic value statement might say: “We help companies increase efficiency with scalable solutions.”
But with open text analysis, you might find your customers actually say things like, “Our teams stopped drowning in spreadsheets,” or “We delivered in weeks, not months.”
These are phrases with power. They’re specific, visual, and emotional.
Now your message changes.
Instead of a vague efficiency claim, you might say: “We eliminate spreadsheet chaos and deliver scalable systems your team actually loves—fast.” That’s not only clearer, it’s more credible—because it came from the voices of real customers.
Why This Matters for Your Entire Go-to-Market Strategy
When you reframe your value proposition this way, everything downstream benefits.
Your homepage copy becomes more persuasive. Your cold emails feel more relevant. Your pitch resonates with the lived experience of your target audience.
Perhaps most importantly, you stop guessing.
Too many companies try to tell a story they think buyers want to hear. But if you listen closely, your customers are already telling you the story that works.
Open Text Data Is a Strategic Asset—If You Know How to Use It
Open text data isn’t just a way to mine for quotes.
It’s a strategic resource that can reshape how you define your value—and how others perceive it.
There’s gold in those stories. All you have to do is dig.
