5 Things Your Customers Never Say

Have you ever said "I want to access content"? Of course not. No one talks that way.

You probably say, "I want to watch a movie." Or read a book. Or listen to music.

Yet, businesses love to use vague insider gobbledygook when talking to customers, as if people talk that way in everyday conversation.

  1. "Access content!"

  2. "I want to interact with this brand!"

  3. "Whoa, I'm experiencing innovation!"

  4. "I'm gonna join the conversation!"

  5. "Yes! That company is customer-centric."

Industry lingo like this is meaningless. Even worse, it's confusing. Your customers are real people and they talk like real people. They say things like ...

  1. "I want to watch a movie."

  2. "I want to buy this because it makes me feel good."

  3. "Wow, that's fascinating."

  4. "I want you to listen to me."

  5. "I need help."

The rest of us don't work with you. We don't know what you're talking about when you use buzzwords.

We're busy and distracted. Tell us how you can make our life better in the same words we use every day. The same words you use in your life outside the office.

A famous example: When Apple introduced the iPod in 2001, they wanted to sell it to everyone, not just spec-sensitive nerds. They ignored talk about gigabytes and RAM and simply said, "1,000 songs in your pocket."

Simple, true and something everyone can relate to. That works every time.


Hi, I’m Keith Monaghan. I’m a researcher. I help creative teams understand the big picture of their project before they start. Once the project starts, I help them understand the details.

Informed team. Awesome project. Happy clients.

How can I help your team with their project?

Keith Monaghan