A plumbing company we worked with was running Google Ads with the headline ‘Professional Plumbing Solutions for Your Home.’
Technically accurate. Completely forgettable.
When we pulled their five-star reviews, we found the same phrase appearing over and over: ‘They showed up when they said they would.’
That became the headline.
This is not a story about clever copywriting. It is a story about listening.
The highest-converting ads, landing pages, and emails we have ever produced did not come from brainstorming sessions or creative briefs.
They came from systematically mining the exact language real customers use to describe their problems, desires, and buying decisions, then reflecting that language back in our marketing.
This process has a name in the marketing world: Voice of Customer (VOC) research.
And while most marketers have heard of it, very few do it with the rigour and specificity required to actually move performance metrics.
This article gives you the complete operational process: where to find customer language, how to extract the phrases that matter, and exactly how to deploy them across your ads, landing pages, and email sequences.
Why Your Own Words Are Costing You Conversions
There is a fundamental disconnect in most marketing copy.
The business describes its product or service using internal language (features, technical specifications, industry jargon), while the customer thinks about their situation using emotional, situational, and outcome-oriented language.
A SaaS company says ‘AI-powered workflow automation platform.’ Their customer says ‘I just need to stop copying data between spreadsheets at 11pm.’
A financial adviser says ‘comprehensive wealth management strategies.’ Their client says ‘I want to know if I can actually retire at 60.’
This gap is not just a branding problem. It is a performance problem.
When your ad copy mirrors the internal conversation already happening in your prospect’s head, three things happen simultaneously:
- Pattern recognition fires. The prospect sees their own thought reflected back and stops scrolling. This is the mechanism behind higher click-through rates.
- Perceived relevance increases. The prospect feels understood, which reduces the cognitive effort required to engage with your message. This is the mechanism behind higher conversion rates.
- Trust forms faster. When someone uses your exact words, you instinctively feel they understand your situation. This is the mechanism behind shorter sales cycles.
Insight
The reason voice of customer advertising works so well on paid channels is neurological: people process familiar language up to 40% faster than unfamiliar phrasing, which means your ad gets understood before the thumb finishes scrolling.
Copywriter and conversion researcher Joanna Wiebe, founder of Copyhackers, popularised the term ‘message mining’ to describe this process.
Her core argument is that the best copy is not written; it is assembled from the language your customers already use.
Legendary copywriter Eugene Schwartz made the same point decades earlier: ‘Copy is not written. Copy is assembled. You do not write copy. You assemble it from the words, phrases, and sentences your prospects use.’
The principle is well established. The execution is where most marketers fall short.
The Seven Sources of Customer Language (Ranked by Quality)
Not all customer language sources are equal.
The richest sources capture unfiltered, emotionally charged language from people in the middle of experiencing the problem you solve or reflecting on the outcome you delivered.
Here is where to look, ranked by the quality and specificity of language you will typically extract.
1. Sales Call Recordings and Transcripts
This is the single richest source of customer language, and most businesses are sitting on hundreds of hours of it.
Sales calls capture prospects describing their problems in real time, with emotional weight, specific details, and the exact framing they use to evaluate solutions.
What to listen for: the first 3-5 minutes of discovery calls (where prospects describe their situation unprompted), objections they raise, questions they ask about pricing or process, and the specific words they use when they say yes.
If you are not recording sales calls, start.
Tools like Gong, Chorus, or even a simple Zoom recording with transcription will work. The transcripts are more valuable than the recordings because they are searchable.
Pro Tip
Create a shared folder where your sales team flags calls where the prospect was particularly articulate about their problem. These “golden calls” often contain 5-10 usable phrases each.
2. Customer Reviews (Yours and Your Competitors’)
Reviews are goldmines because they are written voluntarily, in the customer’s natural voice, and they typically focus on the specific outcomes or experiences that mattered most.
Five-star reviews reveal what people value. Three-star reviews reveal what people expected but did not get.
One-star reviews (especially on competitor listings) reveal the pain points driving purchase decisions.
Mine your own Google Business Profile reviews, industry-specific review platforms, and any testimonials collected through post-purchase surveys.
Then mine your competitors’ reviews on the same platforms. You are looking for patterns in language, not individual quotes.
3. Support Tickets and Live Chat Logs
Support conversations capture the language of frustration, confusion, and unmet expectations.
This is where you find the exact phrasing people use when something is not working, which is precisely the language that resonates in problem-aware ad copy.
Look for the first message in each ticket (before your support team reframes the issue in internal language). That raw initial description is what you want.
4. Online Communities and Forums
Reddit threads, Facebook groups, industry forums, and Quora questions related to your category contain unfiltered conversations between people who are actively trying to solve the problem you address.
The language here is particularly valuable because it is peer-to-peer. People are not performing for a brand; they are asking genuine questions and sharing real experiences.
Search for threads where people ask for recommendations, compare options, or describe frustrations with existing solutions.
Quick Win
Search Reddit for “[your product category] recommendation” or “[competitor name] alternative” to find threads packed with unfiltered customer language you can mine immediately.
5. Survey Responses (Open-Ended Questions Only)
Post-purchase surveys and customer satisfaction surveys can yield excellent language, but only if you ask open-ended questions.
Multiple choice responses tell you nothing about language. The questions that produce the best copy material are:
- ‘What was going on in your life/business that made you start looking for [solution]?’
- ‘What almost stopped you from buying?’
- ‘How would you describe [product/service] to a friend?’
- ‘What has changed since you started using [product/service]?’
These questions, adapted from the survey methodology Joanna Wiebe has written about extensively, are designed to surface the before-and-after narrative in the customer’s own words.
6. Social Media Comments and Mentions
Comments on your own posts, competitor posts, and industry content reveal how people talk about your category in casual, public settings.
The language tends to be shorter and punchier than reviews or survey responses, which makes it particularly useful for ad headlines and hooks.
7. Amazon Reviews for Related Products
Even if you do not sell physical products, Amazon reviews for books, tools, or products in your category contain remarkably detailed customer language.
Someone reviewing a book about retirement planning is describing the exact anxieties and aspirations your financial planning firm’s ads should address.
Someone reviewing a project management tool is articulating the workflow frustrations your SaaS product solves.
How to Extract Phrases That Actually Convert
Collecting customer language is step one.
The real skill is knowing which phrases to pull and how to categorise them for deployment. Here is the process we use across every account we manage.
Build a Language Extraction Spreadsheet
Create a simple spreadsheet with five columns:
| Column | What Goes Here |
|---|---|
| Verbatim Quote | The exact words the customer used, copied precisely |
| Source | Where you found it (review, call transcript, survey, etc.) |
| Theme | The underlying topic: pain point, desired outcome, objection, trigger event |
| Emotional Intensity | High, Medium, or Low, based on the language strength |
| Deployment Opportunity | Where this phrase could work: headline, body copy, email subject, landing page, ad hook |
What to Highlight When You Read
As you work through your sources, you are looking for five specific types of language:
Pain language. How people describe the problem before they found a solution. Look for vivid, specific descriptions: ‘I was spending every Sunday night dreading Monday morning’ is infinitely more useful than ‘I was unhappy at work.’
Outcome language. How people describe life after using your product or service. The more specific, the better: ‘I finally took a holiday without checking my email once’ beats ‘great work-life balance.’
Objection language. The doubts, fears, and hesitations people express before buying. These become the basis for your ad copy’s objection-handling and your landing page’s FAQ section.
Trigger language. What specifically happened that made someone start looking for a solution. ‘My accountant told me I was leaving $40,000 on the table’ is a trigger. These phrases make exceptional ad hooks because they target people at the exact moment of realisation.
Identity language. How people describe themselves in relation to the problem. ‘I’m not a tech person’ or ‘As a small business owner who does everything myself’ signals how they see themselves, which tells you how to frame your messaging.
Keep In Mind
Identity language is the most overlooked category, but it’s often the most powerful in ad targeting. When your hook opens with “As a [identity phrase]…” you instantly filter for your ideal audience and make them feel seen.
Look for Frequency, Not Just Brilliance
The most common mistake in voice of customer research is cherry-picking the single most eloquent quote and building your entire campaign around it.
One person’s poetic description of their problem might be an outlier. What you want are the phrases and themes that appear repeatedly across multiple sources.
When the same idea surfaces in three different reviews, two sales calls, and a Reddit thread, you have found a genuine pattern.
That pattern is what belongs in your headline.
In our experience, you need to review a minimum of 40-50 pieces of customer language before reliable patterns emerge. Fewer than that and you are working with anecdotes, not data.
Turning Raw Language Into Ad Copy
Here is where most articles on this topic stop: ‘Find customer language and use it in your ads.’
That advice is incomplete to the point of being unhelpful. The raw language needs to be shaped, not just copied and pasted.
Here is the operational process.
The Three Levels of Language Deployment
Level 1: Direct Lift. You take a phrase exactly as the customer said it and use it verbatim. This works best for short, punchy phrases that are already well-formed: ‘They showed up when they said they would,’ ‘I finally stopped losing sleep over payroll,’ ‘It just works.’
Direct lifts are most effective in testimonial-style ads, email subject lines, and landing page subheadlines. They carry authenticity precisely because they sound like a real person, not a marketer.
Level 2: Refined Echo. You take the customer’s core idea and specific vocabulary but restructure it slightly for clarity, brevity, or grammatical flow.
A customer might say: ‘I was so sick of spending three hours every week just trying to figure out where all my money went.’
The refined echo becomes: ‘Stop spending 3 hours a week wondering where your money went.’
The key rule: keep their words, adjust the structure. Do not swap their vocabulary for your marketing language.
‘Wondering where your money went’ is their phrase. Do not upgrade it to ‘gain visibility into your financial position.’
Level 3: Thematic Translation. You identify the underlying theme from customer language and express it in a way that works for a specific ad format or channel, while preserving the emotional core.
If multiple customers describe the relief of ‘not having to think about it anymore,’ the thematic translation for a Google Search headline might be: ‘Set It Up Once. Never Think About It Again.’
Most of your ad copy will operate at Level 2. Level 1 is powerful but situational.
Level 3 is necessary for formats with strict character limits or when the raw language is too long or context-dependent.
Pro Tip
Label each phrase in your extraction spreadsheet with its deployment level (L1, L2, or L3). This saves significant time when you’re assembling ad variations later, because you’ll know instantly which phrases are ready to use verbatim and which need reshaping.
A Worked Example: From Reviews to Running Ads
Let us walk through this with realistic numbers.
Imagine you run a residential cleaning service. You pull 60 reviews from your Google Business Profile and two competitor profiles.
After categorising them, you find these patterns:
Top pain phrases (frequency):
- ‘Never have time to clean’ or variations (appeared 14 times)
- ‘Embarrassed to have people over’ (appeared 9 times)
- ‘Spend my whole weekend cleaning’ (appeared 11 times)
Top outcome phrases (frequency):
- ‘Come home to a clean house’ (appeared 17 times)
- ‘Got my weekends back’ (appeared 12 times)
- ‘House smells amazing’ (appeared 7 times)
Top trigger phrases:
- ‘After the baby arrived’ (appeared 6 times)
- ‘Work got crazy’ (appeared 8 times)
Now compare two Google Search ad approaches for the keyword ‘house cleaning service near me’:
Before (internal language):
Headline 1: Professional Home Cleaning Services
Headline 2: Experienced & Insured Cleaners
Description: We offer comprehensive residential cleaning solutions tailored to your needs. Book your free quote today.
After (customer language):
Headline 1: Come Home to a Clean House Tonight
Headline 2: Get Your Weekends Back
Description: Stop spending every Saturday cleaning. Our team handles it so you don’t have to think about it. Free quote in 60 seconds.
The second version uses three phrases pulled directly from customer reviews. Every word was chosen because real customers used it to describe what they actually valued.
Where the Numbers Matter
Now here is where the numbers matter.
Suppose the original ad was generating a 4.2% click-through rate and converting at 8% on the landing page, producing leads at $47 each.
If the customer-language version improves CTR to 5.8% (a realistic lift we consistently see when shifting to VOC-driven copy) and landing page conversion to 10% (because the landing page also mirrors customer language, creating message consistency), your CPL drops to roughly $27.
On the same ad spend of $2,000 per month, that is the difference between 43 leads and 74 leads.
Same budget. Same targeting. Different words.
By the Numbers
In one of our case studies, a construction client achieved a 13% cold-traffic conversion rate and 20:1 ROAS on Google Ads, driven in part by ad copy and landing pages built from real customer language rather than industry jargon.
Deploying Customer Language Across Channels
The phrases you extract do not belong in one place.
A single strong piece of customer language can be deployed across your entire marketing ecosystem, adapted for each channel’s format and context.
Google Search Ads
Google Search is intent-driven, so match customer language to the search intent.
Pain phrases and trigger phrases work best in headlines because they mirror what the searcher is already thinking. Outcome phrases work in descriptions because they answer the implicit question: ‘What will I get?’
Character limits force you to operate at Level 2 and Level 3 most of the time. Prioritise the customer’s specific vocabulary even when you restructure for brevity.
Meta and Social Ads
On Meta, creative is your targeting. This means the customer language you use in your ad copy and hooks directly influences who sees your ad.
When you open with a trigger phrase (‘When your accountant told you how much you overpaid last year…’), you are effectively filtering for people who have had that experience. The algorithm learns from who engages.
Primary text (the copy above the image or video) is where you have room for Level 1 direct lifts and longer Level 2 refined echoes.
The first line is critical because it determines whether someone clicks ‘See more.’ Lead with the highest-frequency pain or trigger phrase.
For video ads, use customer language in the opening hook (first 3 seconds) and in on-screen text overlays. We consistently see higher hold rates when the opening line mirrors language the viewer would use to describe their own situation.
Insight
When you use voice of customer language in Meta ad hooks, you’re essentially doing audience targeting through copy. The algorithm optimises delivery toward people who engage, and people engage with language that mirrors their own thoughts. This is why direct response copy built from VOC data often outperforms even the most sophisticated audience targeting.
Landing Pages
Landing pages are where customer language has the highest conversion impact, because the visitor is already engaged enough to click.
The headline should echo the ad copy (message match), and the supporting copy should expand on the customer language themes.
A structure that works exceptionally well:
- Headline: Outcome phrase (what they want)
- Subheadline: Pain phrase (what they are escaping)
- Body copy: Trigger phrases (what prompted the search) and objection phrases (what almost stopped them)
- Testimonials: Direct lifts from reviews, attributed to real customers
- CTA: Action-oriented version of the outcome phrase
When your ads and landing pages share the same customer language, you create what we call message consistency, and it’s one of the biggest levers in conversion funnel optimisation.
Email Subject Lines and Nurture Sequences
Email subject lines are essentially micro-ads competing for attention in a crowded inbox.
Customer language outperforms clever marketing language here because it triggers recognition.
‘Still spending your weekends on bookkeeping?’ will outperform ‘Streamline Your Financial Processes’ every time, because one sounds like something a real person would say and the other sounds like a brochure.
In nurture sequences, use customer language to demonstrate empathy in early emails (pain and trigger phrases), handle objections in middle emails (objection phrases), and paint the outcome in later emails (outcome phrases).
This mirrors the natural psychological progression from problem awareness to solution confidence.
The Mistakes That Undermine VOC-Driven Copy
We have seen teams invest significant effort in voice of customer research and still produce mediocre results.
Here are the specific failure modes and how to avoid them.
Sanitising the Language
The most common mistake. A customer says ‘I was drowning in paperwork’ and the marketer rewrites it as ‘Reduce your administrative burden.’
The entire point of VOC research is to use their words, not translate them into corporate speak.
If the language feels raw, informal, or slightly imperfect, that is usually a sign you should keep it. Authenticity is the asset.
Using VOC for Headlines but Ignoring It Everywhere Else
If your ad headline uses customer language but your landing page reverts to feature-focused corporate copy, you have created a jarring disconnect.
The visitor clicked because the ad felt like it understood them. The landing page needs to continue that conversation in the same voice.
Keep In Mind
Message mismatch between ad and landing page doesn’t just hurt conversion rates. It also trains the ad platform’s algorithm on low-quality signals, because visitors who bounce quickly teach the system to find more people who bounce quickly.
Confusing a Single Powerful Quote with a Pattern
One customer wrote something beautiful about your service. You build your entire campaign around it.
Three months later, performance is mediocre because that quote represented one person’s experience, not a widespread pattern.
Always validate individual quotes against the broader dataset. Frequency is the signal.
Ignoring Negative Language
Objection phrases and pain language are uncomfortable to read.
Nobody enjoys seeing ‘I almost didn’t hire them because their website looked dodgy’ in their reviews.
But that objection is gold. It tells you exactly what to address proactively in your ads and landing pages.
If multiple prospects almost did not buy for the same reason, that reason needs to be addressed head-on in your copy, not ignored.
Letting VOC Research Go Stale
Customer language shifts over time. The phrases people used to describe their problems two years ago may not match how they describe them now.
Economic conditions change. Cultural references shift.
New competitors enter the market and change the conversation.
We recommend refreshing your VOC research every 6-12 months, or whenever you notice a sustained decline in ad performance that is not explained by market or platform changes.
Building a Repeatable VOC Research Habit
The businesses that get the most value from voice of customer research are the ones that build it into their ongoing operations, not the ones that do it once as a special project.
Here is a lightweight system that works:
Weekly (15 minutes): Scan new reviews (yours and competitors’), skim recent support tickets, and check relevant Reddit or community threads. Add any standout phrases to your language extraction spreadsheet.
Monthly (1 hour): Review your spreadsheet for emerging patterns. Cross-reference new language against your current ad copy. Identify gaps where your ads are not reflecting what customers are actually saying.
Quarterly (half day): Pull a batch of recent sales call transcripts (10-15 calls). Run through the full extraction process. Update your campaign copy based on new patterns. This is also when you should test new ad variations built from fresh VOC data.
After every major campaign refresh: Before writing any new copy, review your VOC spreadsheet first. The brief should start with customer language, not internal positioning statements.
Quick Win
Set a recurring 15-minute calendar block every Monday morning labelled “VOC Scan.” Even if you only add 2-3 new phrases per week, after six months you’ll have 60-80 fresh data points that keep your digital ad campaigns sharp and current.
This habit compounds.
After 6 months of consistent VOC collection, you will have a library of customer language so rich that writing high-converting copy becomes an assembly process, not a creative struggle.
Which is exactly what Schwartz meant.
Prompts to Put This Into Action
Here are prompts you can use right now to put these strategies to work.
Copy them, fill in your details, and start executing.
Review Pattern Extractor. Use this prompt to extract patterns from a batch of customer reviews you have already collected. Paste 20+ reviews into the conversation first.
I’m going to paste [NUMBER] customer reviews for my [TYPE OF BUSINESS]. Analyse these reviews and extract the following, organised into categories:
1. **Pain phrases**: Exact quotes where customers describe the problem they had BEFORE using our service/product. Note how many times each theme appears.
2. **Outcome phrases**: Exact quotes where customers describe the result or benefit AFTER using our service/product. Note frequency.
3. **Trigger phrases**: Any mention of what specifically prompted them to seek a solution (a life event, a breaking point, a recommendation).
4. **Objection phrases**: Any mention of hesitations, doubts, or concerns they had before purchasing.
5. **Identity phrases**: How customers describe themselves in relation to the problem (e.g., “as a busy mum,” “I’m not a tech person”).
For each category, rank phrases by frequency. Highlight the top 3 phrases that appear most often. These are my highest-priority copy candidates.
Here are the reviews:
[PASTE REVIEWS]
Ad Copy Rewriter. Use this prompt to rewrite existing ad copy using customer language you have already extracted. Fill in your current ads and your top VOC phrases.
I run a [TYPE OF BUSINESS] targeting [TARGET AUDIENCE]. Here is my current ad copy:
Headline 1: [CURRENT HEADLINE 1]
Headline 2: [CURRENT HEADLINE 2]
Description: [CURRENT DESCRIPTION]
Here are the top customer language patterns from my VOC research:
– Top pain phrases: [LIST 3-5 PAIN PHRASES]
– Top outcome phrases: [LIST 3-5 OUTCOME PHRASES]
– Top trigger phrases: [LIST 2-3 TRIGGER PHRASES]
Rewrite my ad copy in three variations. Each variation should:
– Use the customer’s actual vocabulary (do not replace their words with marketing jargon)
– Lead with either a pain phrase or outcome phrase in Headline 1
– Address a different emotional angle (e.g., one focused on relief, one on aspiration, one on a specific trigger event)
– Stay within Google Ads character limits (30 characters per headline, 90 per description)
For each variation, note which specific customer phrase you used and at which deployment level (direct lift, refined echo, or thematic translation).
Survey Question Generator. Use this prompt to generate open-ended survey questions tailored to your specific business, designed to surface the most useful customer language.
I run a [TYPE OF BUSINESS] that helps [TARGET AUDIENCE] with [PRIMARY PROBLEM YOU SOLVE]. I want to send a short post-purchase survey (5-7 questions max) designed to surface the exact language my customers use to describe their problems, buying decisions, and outcomes.
Generate survey questions that will produce rich, quotable responses I can use in ad copy and landing pages. Each question should:
– Be open-ended (no multiple choice or rating scales)
– Target a specific type of language: pain, outcome, trigger, objection, or identity
– Be conversational in tone (not corporate or formal)
– Encourage specific, detailed answers rather than one-word responses
Label each question with the type of language it is designed to surface. Also suggest a brief intro paragraph for the survey that encourages honest, detailed responses.
Landing Page Outline Builder. Use this prompt to build a complete landing page outline from your VOC research. This works best after you have completed the extraction process.
I need a landing page outline for my [TYPE OF BUSINESS] targeting [TARGET AUDIENCE] who are searching for [PRIMARY KEYWORD/INTENT].
Here is my VOC research summary:
– Top 3 pain phrases: [LIST]
– Top 3 outcome phrases: [LIST]
– Top 3 trigger phrases: [LIST]
– Top 3 objection phrases: [LIST]
– Top identity phrases: [LIST]
Build a complete landing page outline that deploys this customer language strategically. For each section, specify:
– The section purpose (e.g., hero, problem agitation, solution, social proof, objection handling, CTA)
– The specific customer phrase(s) to use and where
– Whether each phrase should be used as a direct lift, refined echo, or thematic translation
– The emotional progression from section to section
The page should follow the structure: outcome headline → pain subheadline → trigger-based body copy → solution introduction → objection handling → testimonials using direct lifts → CTA using outcome language.
Marketing Language Gap Audit. Use this prompt to audit your existing marketing for gaps between your language and your customers’ language.
I’m going to share two things: (1) copy from my current marketing materials, and (2) a summary of how my customers actually describe their problems and desired outcomes.
**My current marketing copy:**
– Website headline: [HEADLINE]
– Main value proposition: [VALUE PROP]
– Top 3 ad headlines: [LIST]
– Email subject lines I use most: [LIST 3-5]
**How my customers actually talk (from reviews, calls, and surveys):**
– They describe their problem as: [LIST TOP PHRASES]
– They describe the outcome they want as: [LIST TOP PHRASES]
– Their main hesitations are: [LIST TOP PHRASES]
Analyse the gap between my marketing language and my customer language. For each piece of marketing copy, identify:
1. Where I’m using internal/corporate language instead of customer language
2. The specific customer phrase that should replace it
3. How severe the disconnect is (high/medium/low) based on how different the framing is
Prioritise your recommendations by likely conversion impact.
Start With What You Already Have
You do not need to commission a research project to begin.
You almost certainly have customer language sitting in your inbox, your review profiles, your CRM notes, and your support tickets right now.
The process is straightforward:
- This week: Pull 50 reviews (yours and competitors’). Run them through the extraction process. Build your initial spreadsheet.
- Next week: Rewrite your highest-spend ad’s headlines and descriptions using the top three customer phrases you found. Run it as a test against your current copy.
- This month: Record and transcribe 5-10 sales calls. Add the language to your spreadsheet. Update your landing page headline and subheadline to match.
- Ongoing: Build the weekly/monthly/quarterly habit described above. Your VOC library becomes a compounding asset.
Insight
The businesses that see the fastest results from VOC research are the ones that test customer-language ad variations against their current copy within the first week. Don’t wait until your spreadsheet is “complete” — even 20 reviews can surface a headline worth testing.
The gap between mediocre marketing and high-converting marketing is rarely about strategy, targeting, or budget.
It is about language.
Your customers are already telling you exactly what to say.
The only question is whether you are listening closely enough to hear it, and disciplined enough to use their words instead of your own.
Ready to Turn Your Customers’ Words Into Higher-Converting Ads?
You’ve now got the complete playbook for mining customer language and deploying it across your ads, landing pages, and emails. If you’d like a team that does this every day to handle it for you, we’re here to help.
We can have a chat about your current campaigns, where the language gaps might be, and what kind of performance lift is realistic for your business.
It’s just a friendly conversation about your goals and where we might be able to help. Book a free chat whenever suits you.
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