How do I find out what my buyers are talking about?

What should I write down?

The buyer’s exact words, with a link to where they said them.

Sort what you collect into three lists:

1. Who is asking. Role, company size, and the situation that made them start looking.
2. What hurts. The problem in their words, and how often you’ve seen it.
3. How they say it. Their term for the thing, next to the term your website uses.

The third list tends to sting. If your buyers say “month-end close” and your homepage says “financial operations platform”, you’ve found a rewrite.

Paraphrase only when you have to, and mark it as a paraphrase. A quote you’ve tidied up is no longer evidence.

How do I know a pattern is real?

When different people describe it on their own, and it matches deals you won.

1. Count independent mentions. Three people in three places beats one person in three threads.
2. Treat a source that claims to speak for “everyone in the industry” as one voice.
3. Hold each buyer segment up against your won and lost deals. A segment that keeps showing up in forums but never closes is a hypothesis you can drop.
4. Revisit monthly, because the words buyers use drift over time.

How do I turn what buyers say into content?

Answer the questions they ask, in the words they use.

A post that answers a question your buyers are asking right now is the easiest post to get right, because you already know someone wants the answer. Use their term in the first line. Put the answer in the first two or three sentences so it still makes sense if someone lifts it out on its own. That’s also the shape AI assistants quote most easily, which our AEO playbook covers in more depth.

How Adamiro does it

The Buyers tab in Signals reads what buyers say in public and turns it into three lists: who buys, what hurts, and how they say it.

1. Choose where to listen. On the Buyer conversations tab you tick sources such as comments under Reddit, Hacker News and YouTube posts Signals already reads, Stack Exchange questions, job ads from Adzuna and Sweden’s public job board, Product Hunt and Indie Hackers, podcasts you name (turned into text), comments on your own LinkedIn Company Page posts, and Trustpilot and G2 reviews of named competitors with your own key.
2. Paste reviews by hand. Paste a competitor’s reviews into the box on the Buyers tab, one per paragraph, and Signals reads them, up to 50 a paste and 200 a week. Nothing you paste is published.
3. Read the three lists. Ideal customer cards describe the role, size, industry and the situation that starts a search. A new card is proposed only when three different people describe a buyer no existing card covers. What hurts groups problems in buyers’ words, and Show quotes opens the exact text with a link. How they say it sets their words beside yours, with Use theirs, Keep yours or Avoid.
4. Tell it what closed. Each ideal customer card has Won a deal like this, Lost a deal like this and Not a real segment. Your verdict changes the card, and nothing is deleted.
5. Trust the quotes. A quote is shown only if it appears in the source word for word. Otherwise you get a paraphrase in italics. Signals also tells the model that one source is one voice.
6. Write from it. The briefing’s Questions buyers ask section lists up to five real questions with who asked and a link, and each can become an idea in Voice. Voice, Campaigns, Adam and Mentor all read the Buyers picture when they write or advise.

Adamiro reads what people already said. It never contacts anyone, and comments on your own posts are read without commenter names. More detail is on the Signals features page.

When Adamiro is the wrong tool

• You want to interview buyers. Adamiro runs no surveys, panels or win-loss interviews. Klue has a whole suite for that.
• You want to know which named person or company is about to buy. Signals keeps words and drops names, so it won’t build a file on anyone.
• You want brand-mention tracking across the web. That’s a different job, usually called social listening, and a Signals source for it isn’t built yet.
• Your buyers rarely talk in public. In very closed or confidential markets the Buyers lists will stay short, and your own call notes will tell you more.