Audience & Message Fit
How do I find the words my customers actually use?
Steal them. Sales call notes, support tickets, review sites, the exact phrasing in inbound emails. People describe their problems in language nobody in your industry would write, and using their words instead of yours is the single fastest way to sound like you understand them.
Next moves
- Name the single buyer this page is for, specifically enough to picture them.
- Write to the problem they'd describe out loud, in their words not yours.
- Let the page repel the wrong fit on purpose. That's a feature.
If you have several audiences, bring them all. Usually the answer is separate pages, not one that hedges.