Are You Speaking Your Customer’s Language? How to Use Messaging that Converts

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What if your website isn't broken… your words are just falling flat? You can have the most beautiful design in the world, but if your message doesn’t connect, your dream customers will leave. Let’s fix that today.

In this episode, we’re diving into how to speak your customer’s language so your website and content actually convert. Whether you’re a course creator, coach, or online business owner, your messaging matters—and getting it right can be the difference between silence and sales. 

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Episode Transcript

Carrie Saunders (00:01):
What if your website isn't broken?
It's just your words that arefalling flat.
You can have the most beautifuldesign in the world, but if
your messaging doesn't connect,your dream customers will leave.
Let's fix that today.
In this episode, we're divinginto how to speak to your
customers' language so yourwebsite and content actually
convert.
Whether you're a course creator, coach, online business owner

(00:23):
or you're an e-commerce provider, your messaging matters and
getting it right can be thedifference between silence and
sales.
Welcome to the e-commerce madeeasy podcast.
I'm your host, k Saunders.
When we started this business,all I had was a couch, a laptop
and a nine-month-old.
My main goal To help others.
Now, with over 20 years in thee-commerce building industry and

(00:46):
even more than that in webdevelopment, I have seen a lot.
I love breaking down the hardtech into easily understandable
bits to help others besuccessful in their online
business.
Whether you're a seasonede-commerce veteran or just
starting out, you've come to theright place.
So sit back, relax and let'sdive into the world of
e-commerce together.
So sit back, relax and let'sdive into the world of
e-commerce together.
Welcome back to the show.

(01:06):
Today we're diving into whymessaging matters that much on
our website and how can we fixit?
So, first off, design gets ourattention.
It's what gets our attention,but it's the copy, the words on
the page that drives the action.
So, while we need to have agreat looking website and a
great design, we need to havethe words behind it to create
that action on the action.
So, while we need to have agreat looking website and a

(01:28):
great design, we need to havethe words behind it to create
that action on the website.
And people will buy when theyfeel understood, not when
they're impressed.
So we need to be talking to thecustomer, with the customer
rather than at the customer.
We need to be talking to theirpain points.
How you solve them, how youmake their life more fun, how
you make them make more money,how you make them save money.

(01:49):
It depends upon whatever yourproduct or service is.
But we need to talk to that andwe want to make sure we're
super clear, not clever.
It's a reoccurring theme onthis podcast because confusion
kills the conversions.
It really really does.
It really creates a confusedmind, and a confused mind just
says no and we'll move on.

(02:09):
And we want to create thatclarity so that we're creating
confidence on the website.
We can do that throughconsistent wording, through
consistent branding.
We can do that through reallydigging into who our ideal
customer is and the words thatthey actually speak.
So let's go into that sectionthen next, so, speaking the

(02:29):
customer's language, what doesthat really actually mean?
And it's not just about thetone, it's reflecting their
words, their emotions and theirdesires.
So how do they talk about theirpain point or what you solve
desires?
So how do they talk about theirpain point or what you solve?
How to?
How do they look to findsolutions for it?

(02:50):
We want to mirror their painpoints and their goals in your
copy.
So if your services or yourproducts solve a pain point,
then we need to mirror that.
If your product or serviceshelp them achieve a goal, then
we need to mirror that as well.
Sometimes it's not both,sometimes it's just one or the
other.
So make sure that you are usingwhichever sort of angle on how

(03:13):
you solve things appropriately,based upon what they are
expecting, what they experienceand how they generally talk
about what is going on in theirlife, in their business or
whatever your niche is there.
We want to use real lifephrases from them, from
testimonials, from calls thatyou've had with clients, from
direct messages you've had withclients, from surveys.

(03:35):
You can also go on to websiteslike Reddit and other websites
that those customers are inthere talking about their pain
points or their goals andthey're using their own language
.
So use some research and findout what is their exact language
that they're using.
That's going to help you reallymake them feel like, wow, this
person's in my head and isreally speaking to me rather

(03:59):
than add to me.
So this is really key.
It's many times it's just asubtle change in your language
and sometimes it takes a fewrevisions to get it right.
So there's some common messagingmistakes that can really repel
instead of convert our customers, too, if we are vague, if we
use jargon, heavy language forexample, holistic transformation

(04:21):
, elevate your brand.
What exactly does that mean?
What is their tangible result?
Those are very big and veryhigh level.
What are they actually going toget from your product or
service?
We also want to talk more aboutthe customer than ourselves.
Now, yes, we need to talk aboutwho we are as a business or as
a brand, but we want to makesure we're talking about the

(04:43):
customer more than we're talkingabout ourselves.
So make sure that your copyfocuses on them, focuses on the
things that you solve, thethings that you serve, how you
help them.
But have it, you know, talkmore about them rather than
about you from the perspectivethere.
We also don't want to make surethat we're assuming that

(05:04):
they're ready to buy when theymight be just curious.
So using language that helpsfoster that curiosity helps draw
them in.
It's going to make them morelikely to buy.
So just start talking to themabout buying this product or
buying the service and all thefeatures of it doesn't really
work very well when we'retalking about the benefits of
what you do and how it can solvepotential problems.

(05:28):
That's going to create morecuriosity.
That's going to create moretrust and more ability to
convert that person into anactual customer rather than just
a visitor.
So we want to make sure that weare not assuming that they're
ready to buy and we want togenuinely create that curiosity
that want to know more aboutyour business and how you can

(05:49):
help them than just trying tosell, sell, sell.
Nobody loves to just be walkedup to and be sold to.
I'm sure you can agree andremember some situations where
you just felt like, geez, couldthey just back off a bit.
I'm just curious.
I just want some information.
I'm just in the informationgathering stage at this point,
so we need to be aware thatwe're not being too sealsy and

(06:10):
too pushy in our messaging aswell.
So there's a few simple stepsthat we can do to improve our
messaging today.
So first, we want to identifyour ideal customer's actual
words, and we alluded to thissome earlier.
We want to do this throughinterviews, reviews they have
written on websites,competitors' comments, too, you

(06:33):
could be looking at.
Let's say, you go to Amazon andyou search for a type of book
that is a pain point that yousolve.
Why don't you look at thecustomer reviews that can really
tell you exactly what customerswho are searching to solve that
pain point are talking abouttheir language, what worked with
the book, what didn't work withthe book.

(06:54):
Use some of those words to helpyou rewrite some of your
language so you can talk more tothe person rather than at the
person.
And then you want to rewriteyour headlines and your intro
text using this language thatyou've just found, that you or
rediscovered on these reviewwebsites, on Reddit, things like
that and then we want to add aclear and emotionally relevant

(07:16):
call to action, For example.
Yes, I'm ready to stop wastingtime on tech, for example, we
could put in one of our pages.
So what are they reallyemotionally like, frustrated
about if you're solving aproblem, or what is a goal that
they really want to achieve?
Maybe you're wanting to teachthem how to paint or how to

(07:38):
crochet.
Maybe yours isn't aboutnecessarily a business to
business.
What do you want them to feelwhenever you have solved their
problem?
Talk to that.
And so messaging matters themost on our website, on the
homepage, for sure, it's, mostof the time, the first page that
people will go.
We want to make sure thehomepage headline and the sub

(08:00):
headline are very dialed in andon point and they are the first
thing that they see.
They're above the fold, they donot have to scroll to see those
words.
And then you also want to makesure you have this on an about
page too.
So when you have an about page,we want to make sure we are
really talking to the customerrather than at them.
And then, whenever you haveproducts or service descriptions

(08:23):
, we want to make sure we'reagain talking in their language,
talking to them, talking aboutthe benefits, emotionally, how
you solve these problems forthem or create a goal that
they're trying to achieve, likelearning how to play the piano,
for example.
And then we want to make surethat our call to action buttons
are very clear.
So let's work together, forexample, or book your free call.

(08:47):
So we want to make sure thatthose are really clear and tell
the person exactly what they'regoing to get, rather than click
here or find out moreinformation.
That's a bit too vague.
We want to be very specific.
Let's work together or versusbook your free call.
You know how is that?
Which one is going to applybetter for you?

(09:10):
So a bonus tip too if you wantto test your messaging, I
encourage you to read yourhomepage aloud to a friend or
use a tool like Hotjar to seewhere people drop off.
Dita can really tell the truthand when you pick that friend,
or whether it's a product tohelp you out, really look at it
from a perspective of is thisperson potentially aligned with

(09:32):
my ideal customer?
Because we might want to testit with somebody who is aligned
with their ideal customer aswell as somebody completely out
in a different area, becauseyou're going to get a bit
different perspective and then Iwant you to take that in mind
whenever you're analyzing thatSometimes it's good to get a
perspective from somebodycompletely not aligned with what

(09:54):
you're helping with, becausethey might come up with some
questions that a person who's abit more familiar with what you
solve or who you serve mightcome up with, and they might
bring up some good points ofsome things that people aren't
talking about that are in theniche that you are targeting.
So you might want topotentially use that and there's
some cases where you might notwant to but do consider that

(10:14):
because it may be a great viewinto the world of your potential
customers.
So your words have power andwhen they're dialed in, your
website becomes a magnet for theright clients.
And I want to make sure thatwe're pretty clear here, as we
want to make sure that wordingis really nailed down.
It really can make a difference.
So take a moment to revisityour messaging and ask yourself

(10:39):
am I speaking clearly to theperson I want to help the most?
Are you speaking to the idealperson you want to help, not
just anybody off the street?
You know really the truly idealgoal person.
Start small and just updateyour headline.
Maybe you adjust a call toaction.
Maybe you swap in somecustomer's words for what was

(11:03):
your own and see what thedifference makes.
Measure this out.
You know, give this a few weeksto thoroughly test, because we
don't want to be changing toomany things on our website at
once.
And so that are some greatsteps to really going down that
path of starting to make sureour messaging is correct on our
website.
That's all we have for thisweek's episode of the e-commerce

(11:25):
made easy podcast.
I sure hope it was helpful toyou and gave you some great
small, actionable steps to makethose little tweaks to your
website that can really reallymake a big difference.
And if you love our podcast,make sure you rate or review it
on Apple podcasts or yourfavorite podcast player.
That helps spread the word toother just like you that need

(11:46):
help with their online businessand their online business tech.
And we will see you next week.