I can’t count the times I’ve stared at a crisp new landing page that’s about to go live, wondering: will this convert?

Will my message land? Will the words resonate so people opt-in, reply, or join…whatever…?

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Your words—and mine—only dance off the page and into the hearts of prospects when we use THEIR exact lingo.

When we talk about

• THEIR pain
• THEIR aspirations
• THEIR desires

This was glaringly obvious in one of the women entrepreneurs Facebook groups I’m in.

A member—let’s call her Lauren—wanted feedback on a landing page for her new offer. She specifically asked for comments on her 2-minute welcome video.

When I looked and read the few lines of text above the video, I had no clue what Lauren was offering.

Would the video bring clarity?

The page layout was visually appealing, but the words...