Is your customer’s voice missing from your messaging?
If your messaging sounds sharp in a boardroom but falls flat with your audience, you might be missing the most important voice in the room — your customer’s.
Why customer-driven messaging matters
Your product isn’t static. Neither are your customers.
That slick value proposition you wrote a year ago might have worked then, but if it doesn’t reflect your customers’ evolving needs, language or pain points, it’s costing you attention, trust, and conversions.
At Noted., we see it all the time: messaging that’s perfectly polished, but disconnected from the people it’s supposed to resonate with. That disconnect almost always traces back to one thing — a lack of real customer insight.
Messaging without customer input? Risky business
Here’s what happens when your customer’s voice is missing from your messaging:
You default to internal jargon and product speak
Your copy sounds smart, but it’s not searchable (or sticky)
Sales teams have to “re-translate” the message in every call
Website visitors bounce because it’s not clear what you do — or why it matters
Your positioning sounds like everyone else’s
If that sounds familiar, you’re not alone — and you’re not stuck. But it does mean it’s time to bring your customer back into the conversation.
How to bring the voice of your customer into your messaging
This doesn’t have to be a full-blown market research project. A little focused customer insight goes a long way. Here’s how to start:
Talk to your customers (really talk): Go beyond NPS and case studies. Schedule a handful of 20-minute interviews with users and buyers. Ask open-ended questions:
“What problem were you trying to solve when you found us?”
“What made you choose us over another solution?”
“How would you describe our product to a peer?”
Listen for language: Write down the exact phrases they use — those are gold. That’s the language that resonates. Use it in your headlines, your product pages, your sales deck.
Survey for scale: Interviews give you depth. Surveys give you breadth. Use them together to spot trends and validate positioning.
Review customer support logs & sales calls: Your frontlines hear the truth. What confuses people? What do they keep asking for? That’s where your messaging might be falling short.
Your messaging should evolve with your product — and your people
Your product evolves. Your ICP sharpens. Market conditions shift. If your messaging hasn’t changed in a year (or two or three), it’s likely out of sync.
Good messaging isn’t one and done. It should flex as your customers and product grow. And most importantly — it should always be grounded in how your customers actually talk about the problem you solve.
A quick gut-check: Is your messaging actually customer friendly?
Use this checklist to see how your current messaging holds up:
Do you use the same words your customers do to describe their pain and your solution?
Is your headline understandable in 5 seconds?
Could a new prospect figure out what you do without reading your whole site?
Does your product positioning explain why you’re different in a way that matters to your audience?
Is your messaging inclusive of both technical and non-technical stakeholders in your buying committee?
Do your sales and marketing team feel aligned and confident using your core pitch?
If you answered “no” to more than two of these, it’s time to start talking to your customres.
Your customer is your best copywriter
No, they won’t write your tagline for you. But they’ll give you the exact words, emotions, and priorities that should shape your message. If you’re listening.
At Noted., we help SaaS teams dig deep into customer insight to build messaging and positioning that connects, converts, and scales.
Ready to bring your customer back into your message?
Let’s make your messaging clear, confident, and customer backed.