Why is customer language important? Don’t people just want my products and services?

That’s exactly what they want. But creating a story around your products and services is important. Without a clear story, customers will never know if your products and services are suitable. Imagine walking into a supermarket. Your favourite food could be hidden down one of the many aisles, but without clear customer-focused language to direct you, you’re unlikely to find it. 

Your customers want a fix to their problems. It doesn’t matter if that problem is the way they look, the funny noise their car makes, the home renovation they’ve been dreaming of - or any other challenge. Clear and compelling language gives your customers the information and incentive they need to take action.