Speak your customers' language to improve marketing results

Executive overview

Most brands communicate like institutions — formal, distant, and hard to relate to. Customers spend more and stay longer with brands that feel human and accessible.

The fix is simple: speak the way your customers speak. This means casual subject lines, conversational content, live chat, clear navigation, and tutorial videos.

Match your customer's voice and they'll trust you, buy more, and spread the word.

Five ways to speak like your customers

1. Use casual subject lines. 64% of customers decide to open emails based on subject line. Friend-style lines outperform formal or title-cased ones.
2. Adopt a conversational tone. Talk to your audience like a friend, not an authority. Rapport and emotional connection drive word-of-mouth.
3. Improve your support chat. 52% of consumers are more likely to repeat-purchase when live chat is available. Nextiva attributes ~33% of sales to on-site chat.
4. Make navigation effortless. 56% of customers expect to find what they need in three clicks or less. Use tools like Crazy Egg to find friction points.
5. Create how-to tutorial videos. Users are 3x more likely to prefer a YouTube tutorial over written instructions. Short GIFs or videos outperform articles for practical tasks.