MorningRoar #9
You’ve probably heard the phrase “speak your customer’s language” a thousand times, right?
It’s one of those things that sounds simple, but when you actually sit down to write that email or craft that social media post, suddenly it feels like you’re trying to communicate with Martians.
And guess what?
Your customers feel the same way when they read your message—completely lost in space.
So, how do you stop alienating your audience and start connecting with them?
By learning to speak their language, of course!
Not in some mystical, abstract way, but in a real, practical, and (dare I say it?) fun way.
Let’s dive in.
The art of listening before speaking
Imagine walking into a meeting and launching into your pitch without letting anyone else get a word in.
Awkward, right?
The same goes for your customers—if you jump straight into selling without first understanding their needs, you’re just talking to them, not with them.
To truly connect and communicate effectively, you need to take a step back and listen first.
Knowing who your customers are is the foundation of speaking their language.
According to Salesforce, 66% of customers expect companies to understand their unique needs and expectations.
In other words, two-thirds of your customers want you to know them better than their mom does.
When customers describe their problems, write down their exact words.
Use these phrases in your marketing.
It’s like speaking their native tongue—they’ll feel understood and more likely to trust you.
Drop the jargon: Nobody’s impressed
Raise your hand if you’ve ever read a marketing email that made you feel like you needed a PhD just to understand it.
Yeah, same. Here’s the deal: jargon doesn’t make you sound smart. It makes you sound out of touch.
A study by Siegel+Gale found that jargon-filled content decreases trust and understanding. That’s the opposite of what you want, right?
So, ditch the buzzwords and speak plainly.
Example:
Jargon: “We offer a scalable, end-to-end solution that leverages cutting-edge technology to optimize your ROI.”
Plain English: “We help you grow your business using the latest tech, so you can make more money.”
See the difference?
The first one sounds like it was written by a robot for a robot.
The second one is clear, direct, and sounds like it was written by a human who actually wants to help you.
After you write something, read it out loud. If you wouldn’t say it that way in a conversation with a friend, rewrite it.
Use their words, not yours: The power of mirroring
People are inherently a little self-centered (shocking, I know).
This means they’re more likely to respond positively when they see their own words and phrases reflected back at them.
It’s like holding up a mirror—they see themselves in your message, and that feels good.
Research in psychology has shown that mirroring—subtly mimicking the language, tone, and style of the person you’re communicating with—can build rapport and increase the likelihood of a positive outcome.
If your SaaS is in the cybersecurity space and your customers keep talking about “peace of mind,” then lead with that.
Say something like, “Our software gives you peace of mind by keeping your data safe—so you can focus on growing your business.”
Here’s a quick before-and-after:
Before: “Our CRM helps you manage customer relationships efficiently.”
After: “Keep your customers happy without breaking a sweat—our CRM’s got your back.”
Think of customer reviews and feedback as your secret stash of marketing gold.
Steal their words (they won’t mind!) and sprinkle them into your copy like seasoning on a gourmet dish.
It’s the secret sauce for turning bland messaging into something your customers can’t resist.
Tell stories, not features: people remember feelings
Humans are wired for stories.
We’ve been telling them since the days of cave paintings, and we’re still obsessed.
Why? Because stories create an emotional connection.
And people buy on emotion, then justify with logic.
According to research by Stanford University, stories are up to 22 times more memorable than facts alone.
In SaaS, that means if you want your product to stick in your customer’s mind, tell a story that resonates.
So if you’re leading with features and specs, you’re missing the point.
Instead of saying, “Our software boosts team productivity,” try telling a story that grabs attention:
Picture a stressed-out marketing manager juggling a dozen tools, missing deadlines, and surviving on cold coffee.
Then, they discover your software—and suddenly, their team is collaborating like a well-oiled machine.
Which scenario do you think will get them excited?
Here’s a more engaging framework for crafting your story:
Start with a relatable problem: “You’re buried in Slack messages, emails, and project updates, and you’re still missing deadlines. It’s like herding cats—blindfolded.”
Introduce your solution: “That’s where our all-in-one platform comes in—bringing all your communication, tasks, and files together in one sleek dashboard.”
End with the happy ending: “Now, your team’s in sync, projects are finished ahead of schedule, and you’ve traded that cold coffee for a well-deserved break.”
The best stories are the ones where your customer is the hero, and your product is the trusty sidekick that helps them save the day.
Speaking your customer’s language isn’t rocket science.
It’s about being human.
It’s about listening, understanding, and connecting on a real level.
The brands that get this right don’t just convert customers—they create raving fans.
So the next time you sit down to write that email or draft that ad, remember: If you wouldn’t say it at the dinner table, don’t say it to your customers.
Speak their language, tell their stories, and watch your conversions soar.
And hey, if all else fails, just remember the golden rule:
Be yourself—unless you can be your customer, then definitely be your customer.