It was a very rainy, grey day in Picton, a town on the north coast of the South Island, in New Zealand. It’s known as a gateway to the islands and inlets of the stunning Marlborough Sounds.

But today even the palm trees looked miserable over the water.

It was one of those days on which there’s nothing to do but window shopping and browsing in the shops.

Or, finding a nice, warm café, starting the battle for a nice seat around the open fire, and drinking a hot drink, some locally brewed beer or enchanting wine from the vineyards in the area.

Victor, my love and I, had just arrived, so we decided to start with window shopping in the touristy street first. We tried to look at the shop windows from under our hoods. But nothing interesting caught our eyes.

I don’t know about you, but I always like to wander off. Following my curiosity and walk in the streets where the locals live and hang out.

So we escaped from the sea of dripping wet rain jackets in the tourist street and turned around the corner.

There my eyes caught a word. There were only 2 letters different, but my brain recognised it immediately and my heart jumped up: bakkerij instead of bakery.

Easy to understand what it means, isn’t it?

It’s Dutch as! As I am. The bakery store is even built in the charming typical Dutch house style of the North-Holland province.

The Dutch owners of the Village Bakery bake Dutch goodies, European style breads, and also other Kiwi and European yumminess. /We love to come back again for some more yum filled speculaas with almond paste. Dutch as!

In your business it’s also important to use words that your clients or customers speak themselves and understand. It makes an immediate connection and their heart will open up. They feel understood, which gives you some more earned trust points.

And, it saves you heaps of time. Because you can use their words for many other things, such as pages on your website, your core message, content for your programme, social media posts, your offers, etc.

Collect them once, and leverage them by using them in many ways. Very handy, isn’t it?!

Here are 5 ways to gather your clients’ words:

  • Send out a survey
  • Ask for testimonials
  • Interview people
  • Research book reviews
  • Research testimonials of similar products or programmes.

In the meantime, it’s still grey and wet here. Fingers crossed for some sunshine tomorrow. Then I can show you some stunning Marlborough Sounds photos in my next story.

Talk to you soon,

Monika de Neef – The Wayfinding Entrepreneur

Would you like to know more about how to send out a survey and how to leverage that in many ways? I’d love to help. Book your free 30-minute Strategy Session here:


Have you found another way to collect your clients’ words? Please share in the comment box below: