I like this advice.
I was working with a client who has a coaching business and she was having trouble coming up with content. I suggested she reach out to her existing clients for testimonials, and then base the copy on her site on what her customers wrote. Not only did she get some awesome testimonials, but she was then able to use many of the same terms and phrases in her content. It also gave her a really good sense of what her customers value, which made for stronger value statements.
Cheers Darren. Good stuff. And top execution. Works a charm most of the time.