The fastest way to find marketing messages that work is to stop writing from your head and start collecting your buyers' own words: the phrases they use in DMs, reviews, comments, calls and the questions they ask before buying. When your sales page and ads say exactly what a buyer is already thinking, in the words they'd use, it feels like you understand them. That's what makes people buy.
Why your own words don't work as well
Sellers describe products the way they see them: "a comprehensive 12-module program". Buyers think in problems: "I've tried YouTube and I still don't understand pivot tables." The second sentence sells better because the buyer recognises themselves in it.
Where to collect buyer words
1. Your DMs and WhatsApp chats
Scroll back through months of "how much?", "does it work for…", "I've been struggling with…". Copy the exact phrases into a document.
2. Reviews and thank-you messages
What result did they mention? What surprised them? "I finally priced my cakes properly" is a headline waiting to happen.
3. Comments on your posts and competitors' posts
Especially complaints and questions under popular posts in your niche.
4. Sales calls
Write down how people describe their situation in the first 2 minutes. That's your "problem" section.
5. Survey your buyers
Three questions, sent after purchase:
- What were you struggling with before you bought?
- What almost stopped you buying?
- What's the best thing about it so far?
6. Search and AI questions
What people type into Google and ask ChatGPT shows their real questions. Ask new customers "What did you search for before you found us?" and keep the answers.
Sort what you collect
Put every phrase into one of five buckets:
| Bucket | Example phrases | Use in |
|---|---|---|
| Pains | "I keep losing customers who say they'll pay later" | Problem section, ad hooks |
| Desires | "I just want orders to come in while I sleep" | Headlines, "after" section |
| Objections | "Is it for beginners?" "I don't have a laptop" | FAQs, follow-up emails |
| Words for the result | "finally", "no more stress", "proper business" | Headlines, CTAs |
| Triggers | "My friend made GH₵ 3,000 last month selling online" | Story, timing of offers |
Turn it into messaging
- Headline: the most common desire, in their words.
- Problem section: the top three pains, almost word for word.
- FAQs: every objection, answered.
- Ads: each pain or desire becomes a different hook. See marketing angles.
- Follow-up emails: one objection per email.
Example: a tailoring business
Collected from DMs:
- "Will it fit? Last time a tailor ruined my fabric."
- "I need it for a wedding on the 20th."
- "Can I send my measurements?"
Messaging:
- Headline: "Made-to-measure outfits that fit the first time, ready before your event."
- Proof: photos of clients in finished outfits, with dates.
- FAQ: "How do I send my measurements?" with a guide.
- Offer: a deadline-based order form for event dates.
Keep it fresh
Do this every few months. Buyers' words change as your audience grows, and new objections appear.
Frequently asked questions
Isn't this just copying customers?
It's listening to them. You're using the language they already use, so your message is clear to them.
What if I don't have customers yet?
Use competitors' reviews and comments, questions in Facebook groups, and conversations with people in your target audience.
Read next: how to define your ideal customer and how to write a sales page that sells.
