If you want your marketing to stand out and truly connect with people, the secret lies in the language you use.
Think about it—your customers are probably already talking about your brand. They’re chatting on social media, leaving reviews, and sharing thoughts with their friends. All of this talk is like a treasure map for you to follow. They’re telling you exactly how to reach them, giving you direct insights into what they care about, what they love, and even what frustrates them about your product or service.
Let’s say your product has a feature that people love, but they’re confused about how it works. If you’re not paying attention to their feedback, you might miss the opportunity to improve. Worse, you could end up wasting time and money on marketing campaigns that don’t address their needs. By listening to your customers, you can fine-tune your messaging so it feels like you’re having a conversation with them. When your customers feel like you’re speaking directly to them, it builds trust and makes them more likely to engage with your brand.
Here are three steps to make sure your marketing resonates with your audience by speaking their language.
Listen to reviews and comments
Head over to your reviews section and social media comments. What are they saying about your product or service? Do they love how convenient it is? Are they confused by any part of it? Are they frustrated with certain features? This type of feedback is a goldmine. If people are consistently praising the same thing or complaining about the same issue, that’s your clue.
If you’re not actively collecting reviews or monitoring comments, now’s the time to start. It doesn’t have to be fancy—a simple system for gathering feedback can go a long way. This is especially true for businesses that have a local audience. For example, if you own a construction company, check out what customers are saying in product reviews. If multiple people mention that your company is “easy to do business with,” you can bet that phrase will resonate with others. So why not use that same language in your marketing?
Survey your audience
Once you’ve got a handle on the feedback coming in, take it a step further and proactively ask your customers for their opinions. You can do this through surveys, quick polls, or even informal chats if you have the opportunity. Ask how they first heard about your product, why they chose to buy it, and what factors influenced their decision. Find out what their pain points were before they found your solution.
This information helps you to understand not only what your customers think, but also why they think that way. For example, you might learn that customers love your product because it saves them time. If time-saving is a recurring theme in your feedback, that’s a strong indicator that you should focus on this benefit in your messaging. You could also discover areas where customers think you could improve. While criticism isn’t always fun to hear, it’s a gift that can help you tweak your product or service to better meet customer needs.
By proactively seek out feedback, you’re showing your customers that their opinions matter. This builds loyalty and keeps the communication lines open for future improvements.
Adjust your messaging
Now that you’ve gathered all this valuable feedback, it’s time to put it to good use. Take the words and phrases your customers are using and incorporate them into your marketing. The more you mirror their language, the more relatable and appealing your brand will be.
If customers are frequently saying that your product is “easy to use,” don’t be afraid to plaster that phrase all over your website, ads, and emails. People like to know what they’re getting into, and if simplicity is a key benefit, shout about it. On the flip side, if customers are repeatedly confused by something, take that as a cue to simplify your messaging. Make sure your copy is clear, easy to understand, and free from jargon.
Remember, your goal is to speak to your customers at their level. Aim for clarity over cleverness. Think about writing in a way that even a fifth grader could understand. The easier it is for your audience to grasp what you’re offering, the more likely they’ll respond positively. Their descriptive words should be front and center in your marketing materials. Use them in your product descriptions, highlight them in your social media posts, and even include them in customer testimonials. People want to feel understood, and there’s no better way to show that you understand them than by speaking their language.More than just selling a product, marketing is about creating a connection.
When you take the time to listen to your customers and use their words, you’re building a bridge between your brand and your audience. Every time you listen to a customer, you get a little closer to understanding what makes that customer tick. When you understand your customers, you can craft marketing messages that hit home.
This approach requires consistency. Keep your ears open, ask for feedback, and adjust as needed. It’s a cycle that, when done right, can turn one-time buyers into loyal fans.
Josh Patrick is the founder of The Sustainable Business
