How do I find the language my customers actually use?

Efri · 1 min read

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Go and look at comments. Look at what people leave on reviews.

Your competitors' reviews especially, and the three-star ones, because that's where people explain what they wanted and didn't get.

But the best thing would be to talk to your customers.

And when you do, don't ask them what they think of your messaging. Ask them what problem they were trying to solve, what they tried before, and how they'd describe what you do to a colleague. Then write down their exact words, not the tidy version of them.

The words you're looking for are usually less polished than what you'd have written. That's the point.