[Growth Meetup Report] "Dialogue" with Customers Creates the Most Powerful Word-of-Mouth. The Secret to Developing Content That Excites Your Fans — Takuya Miura's Content Strategy

The Growth Meetup is a monthly event where guests and attendees come together to learn the know-how of continuously growing a business using Shopify.

On October 8th, we welcomed Takuya Miura of Miura Takuya Shoten, who delivered a talk on how to scale sales as a solo e-commerce operator by leveraging virality and automating sales — Takuya Miura's Content Strategy.

In this article, we bring you the full energy of that day's session, which explored the essence of communication that excites fans and maximizes LTV (Lifetime Value).

Why Is "Content" So Important Right Now?

The talk began with a fundamental question: "What exactly is content?"

Every Touchpoint with Your Customers Is Content

Miura explained: "Content is not just blogs and videos. Your e-commerce site, DMs on social media, product packaging, product descriptions — all of these are important touchpoints with your customers, and they can all be content."

Many business owners are so focused on "selling products" that they tend to overlook the perspective of "getting customers to consume content." But by treating every moment a customer encounters your brand as "content" and thinking about how to design those moments, you take the first step toward nurturing true fans.

The Secret Behind "Interesting" Content: Entertainment and Information

So what makes content compelling enough to attract people and get shared? Miura breaks it down into two simple elements.

1. Entertainment Value: Elements that pass the time, make people laugh at something silly, or simply feel enjoyable. This is especially important at the "awareness" stage, where you want people to first discover your brand.
2. Informational Value: Elements that are educational or useful. This works effectively at the stage of deepening relationships with customers who have already purchased, turning them into bigger fans.

The "People, Products, Stories" Framework for Why Customers Choose You

When creating content, the key question is: "Why do customers support your products?" The "People, Products, Stories" framework helps you find that answer.

• People: Who is saying it (the character and credibility of the sender)
• Products: The specs and performance of the product
• Stories: Interesting angles, ways of framing, and context

By analyzing your own strengths along these three axes and deciding which angle to use when approaching customers, the direction of your content becomes clear.

Communication Techniques to Maximize LTV

The heart of the talk was the importance of "one-on-one dialogue" with customers.

"Why Did You Buy?" — DM Conversations Are Where It All Begins

"Use LINE and Instagram DMs, and just talk to your customers." From his own experience, Miura asserts that this steady, unglamorous communication is the most effective approach.

"Once, without running any ads at all, a follower bought my product through DMs. When I asked, 'Why did you buy it?' they said, 'Because you always share diet information and I trust you.' That was the moment I realized that customers were buying not because of the product description, but because of the trust built through everyday content."

When talking with customers, there are two things in particular that are important to ask:

1. The "reason for their decision" to purchase
2. The "trigger" that led them to buy

By asking these two questions directly, you dramatically sharpen your understanding of your product's appeal and your customer profile in ways you would never discover on your own. The trust built through those conversations ultimately leads to higher LTV (Lifetime Value) and generates the most powerful form of word-of-mouth — UGC (User-Generated Content) — where customers bring in new customers.

Q&A Session (Excerpts)

Q. I feel a little hesitant about sending DMs to customers. What should I keep in mind?

A. I completely understand that feeling. But if the other person doesn't want to engage, they'll just ignore it — so there's no need to overthink it. The key mindset is: try it first, and improve based on the response. What matters is not pitching a sale, but making the conversation enjoyable. Approach it with genuine curiosity about the other person, and have fun with the dialogue.

Q. Are there differences between product categories that naturally build communities and those that don't?

A. It's hard to generalize, but products tied to "deep pain points" tend to be easier to build communities around. Dog food and body-type-based fashion advice, for example, naturally foster a culture where customers empathize with each other and share knowledge. Even if a product doesn't have deep pain points, you can still build a community depending on how you frame it. Digging deeper into "why does the customer choose this product?" and putting it into words is the breakthrough.

Summary

At this event, we were able to hear not superficial content creation techniques, but a truly essential discussion about "how to engage with your customers" — the very foundation of building a business. Rather than one-way information broadcasting, the path forward is to enjoy dialogue with customers and let their voices shape your content and products. This cycle, repeated over and over, will be the key to growing a brand in the era ahead.

Thank you so much to everyone who attended, and to Miura-san for your wonderful presentation.

StoreHero will continue to organize valuable events that support the growth of e-commerce businesses. Stay tuned for information on future events via our official website and social media — be sure to follow us for the latest updates.