For us writers, when we interview a client, it’s not just about gathering information. It’s really a deep dive, a meticulously planned journey to find the raw material for truly authentic communication. Think of it as “speech gold.” We’re not just looking for facts; what we’re really trying to do is unearth their unique words, the way they naturally speak, their underlying beliefs, and even the intentions they might not explicitly state. That’s what defines their voice.
Without this gold, our writing, no matter how perfectly polished, will always feel like a decent imitation, but never a true extension of the client themselves. This guide goes beyond just general advice. It gives us a complete, actionable framework for turning those client interactions into an absolute treasure trove of linguistic insights.
My Strategy: It’s All About “Vocal Archaeology”
Before I even schedule an interview, my whole mindset has to shift. I’m not just “gathering information”; I’m becoming a “vocal archaeologist.” I’m not merely trying to figure out what they do, but how they talk about it, why they do it that way, and who they truly are when they speak about their passion. This proactive, curious approach is the foundation for extracting their genuine speech patterns.
For example: Instead of thinking, “I need to know their target audience,” my brain immediately goes to, “How does my client talk about their target audience? What specific language do they use to describe them? When they talk about their customers’ needs, do they sound empathetic, authoritative, or playful?” This subtle shift really primes my brain for those nuanced observations I need to find the gold.
Getting Ready: My Linguistic Blueprint
True gold-mining starts way before the first question is even asked. Being thoroughly prepared builds the scaffolding I need for the interview, allowing me to spot potential areas where their language might be particularly rich and then formulate targeted questions.
A Deep Dive Into What They Already Have
I analyze everything. Their website copy, social media posts, any previous marketing materials, internal documents, even their email signatures. I’m looking for recurring phrases, unique stylistic quirks, terms they prefer, and any inconsistencies that might hint at a voice that’s not fully developed or perhaps feels a bit artificial.
Here’s what I do: I create a “Verbal Profile” document.
* Keywords/Phrases: I list words they use frequently, industry-specific jargon, and any expressions that are uniquely theirs.
* Tone Indicators: I write down adjectives that describe their current voice (like formal, casual, academic, persuasive, technical).
* Sentence Structures: Are their sentences mostly short and impactful, or do they tend to be long and descriptive? Do they mostly use active or passive voice?
* How They Address Their Audience: How do they refer to their customers or clients? (e.g., “Our valued partners,” “folks like you,” “stakeholders”).
For example: If I notice their website uses very formal language, but their social media seems much more conversational, that immediately flags a potential difference in voice. That’s something I need to address in the interview. I’ll make sure to prepare questions like, “I noticed a slight tonal difference between your website and social media. Could you tell me more about the intended voice for each platform, and how they connect to your overall brand personality?”
Crafting My Questions: The Drill Bits
My questions are my drill bits, and they have to be sharp and precise. They’re designed to go beyond superficial answers and really get to those deeper layers of their language. I always avoid generic “what do you do?” type questions. Instead, I formulate open-ended questions that encourage storytelling and spontaneous expression.
Here’s how I craft them:
1. “Tell me about a time when…” questions: These are great for getting narratives, which are always rich in natural speech.
2. “Walk me through the process of…” questions: These elicit step-by-step explanations, revealing their logical flow and any technical vocabulary.
3. “Imagine you’re explaining X to someone who knows nothing about it…” questions: This forces them to simplify, and often reveals core analogies or language that’s really relatable.
4. “What’s the one thing you wish your customers understood about X?” questions: This uncovers their passion points and what truly motivates them.
5. “Describe your ideal customer/client. What are their biggest frustrations, and how do you help them?” questions: This elicits empathetic language and helps me understand how they frame problems and solutions.
For example: Instead of “What’s your unique selling proposition?”, I’ll ask, “If a potential client were on the fence, what’s the single most compelling story you tell them, or the one analogy you use, to help them understand why they should choose you?” This invites natural language and often reveals their core value propositions articulated in their very own words.
Doing the Interview: Striking Gold
The actual interview is where the magic really happens. My role shifts from just asking questions to actively observing, listening, and strategically guiding the conversation.
Building Rapport: Softening the Ground
People speak much more authentically when they feel comfortable and understood. I always start with genuine conversation, not an immediate deep dive into business. I try to find some common ground, or just express my genuine enthusiasm for their work.
Here’s how I do it: I start with a brief, genuine compliment or an observation about their industry. “I was looking at your recent project, and the innovative approach you took to [specific aspect] really stood out. Could you tell me a bit about how that came to be?”
Active Listening: The Sieve
This part is absolutely essential. I don’t just hear the words; I process how they’re delivered, where the emphasis is, their pauses. What they leave unsaid can be just as revealing as what they speak.
Here’s what I focus on:
* Listening for “Aha!” moments: Not just my “aha!” moments, but theirs. When they visibly light up or lean forward, that’s where the speech gold usually is. I follow up immediately.
* Identifying Verbal Tics & Idiosyncrasies: Do they use certain filler words (“you know,” “like”)? Specific turns of phrase (“at the end of the day,” “to be frank”)? These are all part of their unique speech signature.
* Noting Analogies & Metaphors: Clients instinctively use analogies to simplify complex ideas. These are incredibly valuable for translating technical concepts into relatable language.
* Capturing Emotional Language: When do they use words of passion, frustration, excitement, or relief? These words convey authenticity and inject personality.
* Observing Pace and Rhythm: Do they speak quickly and decisively, or thoughtfully and slowly? This impacts the natural rhythm of the content I’ll write.
For example: The client says, “You know, when we talk about our software, it’s not really about the code. It’s like… we’re providing them a silent partner, a workhorse that just hums along, freeing them up to do the creative stuff.”
* Gold Nugget 1: “You know” (a verbal tic I notice)
* Gold Nugget 2: “it’s not really about the code” (this reveals an underlying philosophy)
* Gold Nugget 3: “silent partner,” “workhorse that just hums along” (these are powerful metaphors for benefits)
* Gold Nugget 4: “freeing them up to do the creative stuff” (this is a core benefit, and it’s expressed with emotional language)
Probing for Depth: Digging Deeper
When I hear something promising, I don’t just move on. I ask follow-up questions that push them to elaborate, clarify, and say it in different ways.
Here are some probes I use:
* “Could you elaborate on that?”
* “What exactly do you mean by [specific phrase]?”
* “Can you give me an example of when that happened?”
* “How does that feel/sound to you?” (This appeals to their senses and emotions)
* “What’s the why behind that?”
* “If you had to explain that to a 10-year-old, how would you put it?” (This forces simplification and gets to the core truth)
* “What’s the biggest misconception people have about that?” (This reveals common pitfalls and how they counter them).
For example: A client says, “Our proprietary algorithm really differentiates us.”
* My Probe: “That’s interesting. When you say ‘proprietary algorithm,’ what’s one specific scenario where a client experiences the tangible benefit of that difference? And if you were explaining it to someone outside the tech world, what analogy would you use?” (This helps unpack jargon into real-world experience and natural language).
The Power of Silence: Letting the Gold Surface
I resist the urge to fill every conversational void. I give the client space to formulate their thoughts. Often, the most authentic insights emerge after a moment of reflection. A pregnant pause can actually be more revealing than a rapid-fire answer.
Here’s how I use it: When I ask a question, especially one that requires deeper thought, I state it clearly and then I just wait. I sometimes count to four in my head if I need to. I let the silence hang. My comfort with silence encourages them to think aloud.
Recording and Transcribing: The Refinery
I never rely on memory alone. Recording (with permission, of course) is essential for capturing every nuance. Transcription, whether automated or manual, turns that raw audio into searchable text, which makes analysis infinitely easier.
Here’s how I do it:
1. Get Permission: I always ask, “Do you mind if I record our conversation for accuracy? It helps me capture all the details so I don’t miss anything important.”
2. Use a Reliable Recorder: High-quality audio is key for accurate transcription.
3. Transcribe: I use transcription software, or I budget for a manual transcriber for those really critical interviews. While a perfect transcription isn’t always necessary, having the text searchable is incredibly valuable.
For example: After I have the transcript, I’ll search it for keywords related to their core offerings, common client problems, or brand values. I’ll highlight every unique metaphor, every strong verb, every unexpected adjective.
After the Interview: Polishing the Nuggets
The interview is just the first stage. The real linguistic alchemy happens in the analysis phase, where I categorize, prioritize, and put all that speech gold into context.
Thematic Analysis: Grouping the Veins
I go through my transcript and notes, highlighting recurring themes, ideas, and specific linguistic patterns. I group similar expressions or concepts together.
Here’s how I categorize: I use color-coding or digital tags for different categories:
* Core Values/Beliefs: What foundational principles guide them? (e.g., “authenticity,” “innovation,” “client-first”)
* Key Differentiators: How do they genuinely stand out?
* Client Pain Points/Aspirations: What problems do they solve, and what future do they help create?
* Unique Terminology/Jargon: Industry-specific or company-specific terms.
* Metaphors/Analogies: Relatable comparisons they use.
* Emotional Language: Words that convey feelings.
* Call to Action Language: How do they compel people to act?
* Verbal Tics/Signature Phrases: Their personal speech patterns.
For example: I might find phrases like “We don’t just sell software, we sell peace of mind” (which represents a core value), “Our platform cuts through the noise” (a differentiator and metaphor), and “It’s like having a second brain” (an analogy) recurring. These are incredibly powerful insights.
Voice Mapping: The Client’s Linguistic GPS
This is where I synthesize all my findings into a comprehensive profile of the client’s unique voice.
Here’s how I build it:
1. Define Key Voice Attributes: Based on my analysis, I define 3-5 core adjectives that describe their voice (e.g., authoritative, empathetic, innovative, straightforward, witty). I back each one up with specific examples from the transcript.
* Example: “Empathetic: Uses phrases like ‘We understand the sleepless nights’ and ‘It’s about lifting a burden from their shoulders.'”
2. Lexicon List: I create a definitive list of preferred words, phrases, and any terms to actively avoid.
* Example: “Use: ‘transformative solutions,’ ‘deep diving,’ ‘co-create.’ Avoid: ‘synergy,’ ‘paradigm shift.'”
3. Preferred Sentence Structures/Rhythm: I note if they lean towards short, declarative sentences or more elaborate, evocative prose.
* Example: “Prefers direct, active voice, often starting sentences with the benefit to the client. Uses occasional rhetorical questions.”
4. Tone & Mood Indicators: I document the emotional landscape of their speech. Is it generally optimistic, serious, humorous, instructional? How does this shift depending on the context or audience?
* Example: “Generally optimistic and reassuring, shifting to a more serious, problem-solving tone when discussing common client challenges, then back to hopeful for solutions.”
5. Audience-Specific Language: How does their language adapt for different audiences?
* Example: “More technical when speaking to industry peers, more illustrative and benefit-driven when addressing end-users.”
Identifying Gaps and Silences: Are There More Veins to Mine?
Sometimes the gold lies in what isn’t said. Are there critical areas where the client’s voice is unclear, inconsistent, or simply non-existent? This indicates where I might need to do further exploration, perhaps a follow-up interview or more focused research.
For example: I might have a clear understanding of their external voice, but very little on their internal company culture or how they speak to employees. This signals a potential gap if I’m tasked with writing internal communications.
Weaving Gold Into My Writing: The Masterpiece
My ultimate goal is to seamlessly weave the unearthed speech gold into my writing, making it sound indistinguishable from the client’s own expression.
Emulation, Not Imitation: The Art of Ventriloquism
I’m not just blindly copying. I’m internalizing their voice so thoroughly that I can generate new content as if they wrote it themselves. This is where the magic of “ventriloquism” comes in – my words, their voice.
Here’s how I check it: After drafting, I read the content aloud, imagining the client saying it. Does it sound like them? Do any phrases or structures feel off?
Strategic Application: Where to Place the Gold
Not every piece of content needs every single piece of gold I found. I deploy my insights strategically based on the content’s objective and audience.
Here are some strategies I use:
* Headlines/Taglines: I use their most impactful, differentiating phrases that I identified as gold.
* Introductions: I capture their core belief or a relatable analogy to immediately establish their voice.
* Body Copy: I weave in their metaphors, preferred terminology, and emotional language to explain concepts.
* Calls to Action: I use their authentic, compelling language that truly prompts action.
* FAQs/Objection Handling: I utilize their own explanations for common questions or how they address concerns.
For example: If the client describes their product as “a personal concierge for your finances,” I’ll use that metaphor as a headline or a strong introductory statement. If they often say “We cut through the financial jargon so you can focus on what matters,” I integrate that precise phrasing into critical sections.
Feedback Loop: Calibrating the Instrument
I present my draft to the client with the understanding that I’ve really strived to capture their voice. I encourage them to point out anything that “doesn’t sound like them.” This is a crucial final calibration.
Here’s how I frame it: When presenting, I say: “My goal was to capture your unique voice in this piece. As you read it, please pay particular attention to whether it feels like something you would say, both in terms of content and tone. Any instances where it doesn’t quite resonate are particularly helpful feedback for me.”
Wrapping Up
Uncovering speech gold is both an art and a science. It demands strategic preparation, empathetic listening, meticulous analysis, and skillful integration. This comprehensive approach elevates my writing from simply delivering information to becoming an authentic, resonant extension of my client’s unique voice. By mastering these techniques, I don’t just write for my clients; I write as them, creating content that truly connects, persuades, and endures. My words then become the direct echo of their thoughts, experiences, and passions.