Are You Speaking Your Customers' Language?

In business, it’s easy to fall into the trap of talking to ourselves—using industry jargon and insider terminology that feels natural within our teams but alienates the very people we’re trying to reach. We assume our customers understand us as well as we understand each other.

But do they really?

Think about it: when was the last time you listened, really listened, to how your customers talk about your product or service?

Not just in sales meetings, but in reviews, social media conversations, support tickets, and focus groups? That’s where the real insights lie.

The brands that excel at communication don’t just push messages out into the world, they mirror the language of their audience in a way that feels natural, engaging, and instantly relatable.

• Apple strips away complexity, using simple, human language to make cutting-edge technology feel intuitive.
• Nike taps into emotional, motivational messaging that speaks directly to its audience’s aspirations—"Just Do It" is as much a mindset as it is a slogan.
• HubSpot avoids corporate buzzwords, instead focusing on clear, straightforward messaging that addresses real customer pain points.

This isn’t about dumbing down your content—it’s about breaking through the noise.

Customers don’t want to work to understand what you’re saying. They want to feel like you already understand them.

So here’s a challenge: pay attention to how your customers describe their problems, needs, and goals. Use their words, not yours. If your messaging reflects their real-world language, it will feel more authentic, resonate more deeply, and ultimately drive stronger connections (and conversions).

Because when you speak the language of your customers, they don’t just listen. They trust.