When you try to create a beautiful marketing message that gets results, it will sound, unlike anything you've ever made. Even if your customers say precisely what you say, behind them is a real passion marketers try to convey without forcing it. The key is to go beyond surveying customer reviews and letting customers create content in their own words. If it is appropriate to participate in the content creation process, only the grammar needs to be corrected. Subjective changes are trashed.