--- description: Using buyer language means replacing internal jargon, technical terminology, and company-centric descriptions with the words and phrases buyers use to… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: How to use buyer language instead of internal language --- B2B Websites How to use buyer language instead of internal language # How to use buyer language instead of internal language Using buyer language means replacing internal jargon, technical terminology, and company-centric descriptions with the words and phrases buyers use to describe their own problems, goals, and evaluation criteria. Write copy that shows understanding of the reader's needs, not mastery of the company's product taxonomy. People do not want to know technical details; they want to know how the solution addresses their situation. Writing in second person ("you" and "your") personalizes the experience and shifts the frame from what the company offers to what the buyer receives. Active voice creates a clear picture of who does what. Showing value propositions and key benefits rather than listing features ensures the language stays externally focused. Brand messaging should be felt in language, imagery, and content, all calibrated to how the target audience actually speaks. Frameworks like the[ Lean Labs magnetic messaging](https://leanlabs.com/) process anchor language choices in buyer research and persona interviews rather than internal brainstorming sessions. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", "sameAs": [ "https://www.entities.org/entity/lean-labs", "https://www.linkedin.com/company/lean-labs", "https://www.crunchbase.com/organization/lean-labs-eed8", "https://twitter.com/leanlabs", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://clutch.co/profile/lean-labs", "https://www.g2.com/products/lean-labs/reviews", "https://opencorporates.com/companies/us_fl/P23000000218", "https://www.agencyspotter.com/lean-labs" ], "slogan": "Lean Labs helps B2B SaaS & tech startups & scaleups on HubSpot grow with Lead Gen Sites, AEO, & Loop Marketing", "address": { "@type": "PostalAddress", "postalCode": "34638", "addressRegion": "FL", "streetAddress": "16703 Early Riser Avenue, Suite 11", "addressCountry": "US", "addressLocality": "Land O' Lakes" }, "founder": { "name": "Kevin Barber", "@type": "Person", "sameAs": [ 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