If you ever feel stuck writing copy, one of the easiest ways to get moving again is to look at the exact words your customers use. Your community is full of them. It’s basically a running transcript of how people describe their problems, frustrations, goals, and wins in their own voices.
So whether this is a reminder for you, your marketing team, or anyone creating customer-facing content, here’s why that language is so useful:
1/ People naturally use indexical language
This sounds like a technical term, but it really just means the kind of phrasing that only makes sense because of what’s happening in the moment. It indexes (or refers back to) the speaker’s exact situation, feeling, or environment. It’s how we talk when we’re in the middle of something and trying to describe it as we go, e.g., “I’m spinning my wheels” or “This part takes forever.
