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Marketing & Sales · Tip

Ryan Levesque Customer Discovery & Ad Copy Framework

A qualitative research framework to turn customer interviews into high-converting ad copy.

From the Xiry library · Updated 11 October 2026

This framework outlines a five-question interview or survey structure designed to extract emotional drivers and specific phrasing from target prospects. By interviewing roughly 30 customers about their needs, fears, desires, and past frustrations, marketers can gather verbatim language to construct direct-response ad hooks and sales messaging.

How it works

Interview or survey approximately 30 target customers asking only these core questions:

1. Needs: What is the number one thing you need?

2. Wants: What is the number one thing you want?

3. Fears: What is your biggest fear about [topic/business]?

4. Deep Desires: What do you deeply desire about [topic/business]?

5. Past Solutions: What have you tried in the past?

6. Frustrations: After trying all of that, what did you hate the most?

How to turn responses into ad hooks:

- 'Is this what you want? I know what you want: [Customer Want]'

- 'Are you sick and tired of [What they hated]?'

- 'Is your biggest fear about [Customer Fear]?'

- 'Have you always deeply desired [Customer Desire]? Schedule a call, let's talk.'

What it's for

  • Conduct customer discovery interviews for a new product or offer
  • Source verbatim customer language for direct-response ad hooks
  • Identify common pain points and failed solutions across a target audience
  • Draft high-converting landing page headlines using prospect phrasing

Key points

  • Targeted sample size recommendation of 30 customer responses
  • Structured inquiry into core needs versus surface wants
  • Investigation into deepest fears and emotional desires
  • Past-solution review focusing on what prospects disliked the most
  • Plug-and-play hook templates to convert answers into direct-response copy

Pricing

Free

Details

Type
Tip
Category
Marketing & Sales
Topic
Customer Research
Open source
No
Platforms
other
For
Copywriters, direct-response marketers, and founders conducting customer discovery.
Alternative to
Jobs to be Done Framework, The Mom Test
Tags
copywriting, marketing, customer research, ad copy, interviews, messaging

Why it was saved

  • @socialwithwems, 6 November 2024: Eliminates guesswork in copywriting by having target customers write your hooks and marketing messaging in their own words.
  • @socialwithwems, 17 August 2024: Gives direct verbatim language from target customers that can be plugged straight into marketing hooks, sales pitches, and ad copy.

Related

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