Does Your Program Sound Like Everyone Else’s? Use Your Buyers’ Words

These posts are my working notes, drafted with AI and edited by me so I can share them quickly. My client work gets far more hands-on attention. If you want that, here’s how I work with clients.

Most copy fails because marketers write it in their own language instead of the buyer’s. Describe your offer the way your customers describe their problem, and buyers recognize themselves in your copy.

Start where your buyers already talk

Read your product reviews, support tickets, sales call recordings, and post-purchase surveys. Look for repeated phrases, emotional words, and the moment someone decided to buy.

Organize by what moves them

Sort what you find into frustrations, desired outcomes, objections, and buying triggers. Patterns appear fast, and those patterns become your headlines, bullets, and calls to action.

Then write less, not more

Once you have their words, arrange them instead of reinventing them. Put their phrases in your headlines, bullets, and calls to action, word for word.