“I’ve done customer interviews before but
I just knew I wasn’t getting to the gold”

“I’ve done customer interviews before but
I just knew I wasn’t getting to the gold”

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Every big shot copywriter and digital marketer swears by customer interviews.

It’s what separates a new freelancer from the Conversion Marketer people actually want to hire, they say. 

The thing is,

world class marketers don’t really tell you much about how they do customer interviews.

They might give you a question list, or a few pointers on how important talking to your customers is….but otherwise you’re left to your own devices.

And when you hit “End Meeting” after a suuuper awkward video interview – one where you barely squeezed out more than a series of one word answers – you can’t help but second guess the way you’re doing customer interviews.

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….Maybe you should you have a script?

….Or be asking different questions?

….Are you kicking off the call the right way?

….How do you probe when a customer is tight-lipped?

….Or dig deep without coming across as pushy?

….What about when a customer goes on a tangent?

….How do you keep the conversation on-topic without being confrontational?

….And how do you get past boiler plate responses – and tap into emotions?

….Is there a trick to avoiding awkward silences? 

The list goes on. But the real question is this:

Does anyone else even have bad interviews?
….or is it just you?

 

The list goes on. But the real question is this:

Does anyone else even have bad interviews?
….or is it just you?

 

Honestly, plenty of marketers come to me with some version of:

“I’ve done interviews but how do I know if I’m doing them correctly? I just feel like they’re not as good as they could be”.

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But look, you don’t
need to be an extrovert or a skilled conversationalist to master customer interviews.

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But look, you don’t
need to be an extrovert or a skilled conversationalist to master customer interviews.

You do need to trust your gut.

If your interviews are hit or miss and if you think – even for a second – that you should be getting more from them….

You’re probably right.

Introducing
“Customer Interview
Mastery”

Introducing
“Customer Interview
Mastery”

A 90-minute workshop for conversion marketers who want swipe-worthy insights from every customer interview they run.

In less time than it takes to watch 2 episodes of your favourite Netflix series, you’ll leave knowing exactly:
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What questions to ask (and in what order)

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How to ask questions that get to the heart of your customers’ desires

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What questions and phrases to avoid (and what to say instead)

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How to guide the conversation and get the insight you need, even in the face of one-word answers

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When to ask open-ended questions, and when to pose short, superficial ones

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When it’s actually ok to ask a leading question… or to put words in someone’s mouth

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How to course correct bad interviewing habits and use human psychology to elicit deeper answers from your interviews

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And more

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If you’re ready to say goodbye to interviews that waste your time and don’t tell you anything insightful, join me in Customer Interview Mastery.  

For a
one-time
payment of

97

Zero risk! Get a full refund for up to 5 days after purchase

This workshop is pre-recorded.

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“Really eye-opening!” 

“I went into Hannah’s workshop naively thinking that I was a natural at doing interviews with people.

But Hannah helped me see that the way I was running my interviews could be improved by like 100.

I learned that a lot of things I was doing (that I felt were right and even really smart) were actually NOT the way to approach inquiries with a stranger.

Really eye-opening! I also loved learning how to come up with my own, BETTER questions.”
Rashi Mehra, Conversion Copywriter

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“Really eye-opening!” 

“I went into Hannah’s workshop naively thinking that I was a natural at doing interviews with people.

But Hannah helped me see that the way I was running my interviews could be improved by like 100.

I learned that a lot of things I was doing (that I felt were right and even really smart) were actually NOT the way to approach inquiries with a stranger.

Really eye-opening! I also loved learning how to come up with my own, BETTER questions.”
Rashi Mehra, Conversion Copywriter

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“Her workshop more than delivered” 

“I know VoC data is key to copy, but I always felt my customer interviews were missing the mark.

Hannah’s counselling experience and education gave me real confidence she could help – and her workshop more than delivered.

She showed me how to ask questions that unravel feelings and deep insights in interviews, so I can write high-converting copy.

It was hugely valuable. I’ll be reviewing all her material again and before my next round of interviews.”
Jennifer Dell, Conversion Copywriter

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“Her workshop more than delivered” 

“I know VoC data is key to copy, but I always felt my customer interviews were missing the mark.

Hannah’s counselling experience and education gave me real confidence she could help – and her workshop more than delivered.

She showed me how to ask questions that unravel feelings and deep insights in interviews, so I can write high-converting copy.

It was hugely valuable. I’ll be reviewing all her material again and before my next round of interviews.”
Jennifer Dell, Conversion Copywriter

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I’m Hannah, your instructor

 I’ve been running qualitative research interviews for 9 years.

I’m a Cornell Psych Grad, a Trained Counsellor and a Qualitative Researcher.  

I’ve had horrible interviews, fun interviews, and interviews so good, I literally got a homepage headline, hook and crossheads handed to me in 30-minute increments.

It is possible.

And the strategy I use is proven, repeatable and what original conversion copywriter Joanna Wiebe trusts me to use with her clients at Copy Hackers agency.

I’m Head of Research there, and it’s my job to help small businesses, big businesses and bold companies – like Shopify Plus, Doodle, Sprout Social and GitPrime – understand their customer better than their competition.

Want to know how I do it? I can teach you, inside “Customer Interview Mastery”.

 

 

“Hannah is one of those rare interviewers” 

Hannah is one of those rare interviewers – she manages to maintain a warm, engaging vibe while asking tough questions most interviewers shy away from.

I don’t know what she does to build rapport so well or how she keeps interviewees on task like she does (avoiding tangents!), but thankfully I don’t need to know.

I just hired her and she does it for me. Easy.
Joanna Wiebe, Copyhackers 

“Hannah is one of those rare interviewers” 

Hannah is one of those rare interviewers – she manages to maintain a warm, engaging vibe while asking tough questions most interviewers shy away from.

I don’t know what she does to build rapport so well or how she keeps interviewees on task like she does (avoiding tangents!), but thankfully I don’t need to know.

I just hired her and she does it for me. Easy.
Joanna Wiebe, Copyhackers

Big name conversion marketers don’t really “do” customer interviews….

They run them.
  
Big difference.

In other words…

It’s not about having a static script or how you kick off the call. It’s not even how many interviews you’ve weathered in the past.

Experience pays, but the real secret to customers interviews that churn out high-converting, swipe-worthy copy lies in know how to ask good questions (and what to ask and when) and staying in charge of the conversation. I cover both in “Customer Interview Mastery”.

“I thought I would just get more hacks to add to my long list of interview hacks, but in 90 minutes, I actually understand what’s going on in interviews. And Hannah has a degree to back this up. It’s kind of amazing.”
Katie Thies, Ecommerce Conversion Consultant

“I thought I would just get more hacks to add to my long list of interview hacks, but in 90 minutes, I actually understand what’s going on in interviews. And Hannah has a degree to back this up. It’s kind of amazing.”
Katie Thies, Ecommerce Conversion Consultant

“I actually enjoy interviews now!” 

“Before Hannah’s workshop, I felt very awkward running interviews.

Now I know how to approach these conversations to make people feel comfortable and suss out useful, meaningful information.

I’m an introvert but I feel way more confident about interviewing, and I actually enjoy interviews now!”

Kranthi Kiran, ThoughtFlow.io

“I actually enjoy interviews now!” 

“Before Hannah’s workshop, I felt very awkward running interviews.

Now I know how to approach these conversations to make people feel comfortable and suss out useful, meaningful information.

I’m an introvert but I feel way more confident about interviewing, and I actually enjoy interviews now!”

Kranthi Kiran, ThoughtFlow.io

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Join me in
Customer Interview Mastery  

For a
one-time
payment of

97

Zero risk! Get a full refund for up to 5 days after purchase

This workshop is pre-recorded.