The word that's costing you conversions

Let me show you a word that's quietly killing your messaging.

Ready?

"Supports."

As in …

It sounds responsible. Professional. Safe.

And it's costing you sales.

Here's why …

Customers don't buy "support." They buy resolution.

They're not looking for something that "helps." They're looking for something that fixes this for them.

When you use "supports" language, you're speaking at the problem level.

But customers don't act on problems. They act on pain.

Problem vs. Pain …

Problem is rational. It's the thing you'd write in a business plan.

Pain is emotional. It's what keeps them up at night. It's the frustration, the embarrassment, the exhaustion.

Problem: "I need better skincare."
Pain: "I'm so tired of my skin freaking out every time I try something new."

Problem: "I want to lose weight."
Pain: "I hate how I feel in photos."

When you speak at the problem layer, messaging feels hard because you're trying to force urgency that isn't there.

When you speak at the pain layer, urgency is built in.

The shift …

Stop saying what your product "supports."

Start saying what changes.

What does their life look like after? What pain goes away? What do they finally get to stop worrying about?

That's what they're buying.

Tomorrow, I'll show you the other half of this equation ... the thing most brands forget to address that makes customers keep searching even after they find you.

See you tomorrow,

Jeremiah

P.S. Go look at your homepage right now. Count how many times you use "supports," "helps," or "promotes." If it's more than once, you might be hiding behind helpful language instead of communicating resolution.

100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.

There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.

Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This may include changing the specifics of their industry, what actually happened, or what we developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.