Not because you're a bad writer, but because you're guessing what matters to customers.
The best ad copy doesn't come from your head. It comes from your customers' mouths.

Voice-of-customer research means capturing the exact words, phrases, and pain points your customers use when they talk about their tree problems. Then you use those same words in your ads, quotes, and emails.

Why does this work? Because when people see their own language reflected back at them, they think "This company gets me." That's when they click. That's when they call.

Most tree service owners write ads like this: "Professional tree removal services. Licensed and insured. Free estimates."

Boring. Generic. Sounds like everyone else.

But what if a customer told you during a quote: "I'm worried this oak is going to come through my roof during the next storm. I can't sleep at night."

That's gold. Now your ad says: "Can't sleep worrying about that tree coming through your roof? We remove hazard trees before the next storm hits."

See the difference? You're speaking their language. You're addressing their actual fear.

Here's how:

On every job, ask one question: "What made you finally decide to call us about this tree?"

Write down their exact answer. Word for word. Keep a running list in your phone or a notebook.

You'll start noticing patterns:

These aren't just answers. These are your future ad headlines, email subject lines, and quote follow-ups.

When someone says "branches scraping my roof at night," you've found a pain point.
Use it: "Tired of branches scraping your roof every time the wind blows?"

When someone mentions selling their house: "Trying to sell? Dead trees kill curb appeal and buyer confidence."

You're not making anything up. You're amplifying what they already told you matters.

The application: Take your last 10 jobs. Think about what each customer said was their main concern. Write those down. Look for the 3-4 themes that keep coming up. Those themes become your ad angles for the next month.

Stop writing ads based on what YOU think is important (certifications, experience, equipment). Start writing ads based on what THEY already told you keeps them up at night.

Quick wins for voice-of-customer collection:

The goal: Build a swipe file of real customer language. Update your ad copy every month based on what you're hearing.

Here's what happens after most tree service owners read advice like this:

They collect a few quotes from customers. Maybe write them down. Then... they go right back to writing the same boring ads they always have.

Why? Because knowing you should use customer language and actually knowing which customer language converts are two completely different skills.

You might have 50 phrases from customers. But which ones actually stop scrollers? Which ones speak to people with $5K budgets versus $500 budgets? Which ones attract the jobs you want and repel the tire-kickers?

That's where most guys get stuck. They have the ingredients but don't know the recipe.

Our $100 consult isn't about telling you to "use customer words." You already know that now. It's about showing you which words you're missing, which pain points your competitors are hammering that you're ignoring, and how to turn customer language into ads that actually fill your calendar.

You fill out a short intake. We review your current messaging and compare it to what's working in your market. Then we show you the gaps—and exactly how to fill them.

If you show up, complete the intake, and don't walk away with at least $1,000 in clarity? Tell us why, and we'll refund your $100.

Written by Jacob Hastings
Head of Growth & Client Strategy at Growth Ring Media