Here's something most founders never consider.
The words you use to describe your product might be the reason people don't buy it.
Not because the words are wrong, exactly. But because they're too soft.
Words like "supports," "helps," "designed to improve," "may assist."
Safe words. Careful words. Words that sound responsible.
But here's the problem with safe words...
They preserve the problem instead of ending it.
Think about it from the customer's side. They're not browsing your site because life is great. They're there because something is bothering them. Something they're tired of dealing with. Something they want to stop.
And when they land on your page and read "supports better daily wellness" ... they don't think, "that's me."
They think, "okay, another one of those."
Then they leave.
Not because your product is bad. Because your message didn't make them feel like the problem could actually end.
That's the whole game, really.
Customers don't want help with an ongoing problem. They want the problem to be over.
And your message is either telling them it can be over ... or it's quietly telling them it'll just be a little better.
One of those gets the sale. The other gets a bounce.
This week, try something simple. Pull up your homepage headline or your top ad. Read it out loud. Then ask yourself honestly: does this make someone feel like their problem could actually end? Or does it just describe a category?
If it's the second one, you've got some work to do.
And honestly? Most brands do.
The good news is this is fixable. And it doesn't require a rebrand or a new offer or a new product.
It just requires clearer words.
Tomorrow I'll show you exactly what "clearer" looks like in practice, and why the fix is simpler than you think.
See you tomorrow,
Jeremiah
P.S. The most expensive word in your copy might be "help." More on that soon.
100% Typo Guarantee … This message was hand-crafted by a human being … me.
There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … so I can pretty much guarantee some typo or grammatical error that would make all my past English teachers cringe.
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