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Imagine this…

For the past 3 months, sales for your digital product have trickled in.

So your sales page needs a facelift—pronto.

But the thought of sitting in front of a blank Google Doc for 3+ hours—hoping the “right” words magically flood your brain—makes you nauseous.

So you started doing customer research calls this past week to get some clarity and ideas.

On the third one, you hit gold.

“I swear, before using this, I felt like I was trying to solve a puzzle with half the pieces missing,” your buyer said, laughing.

“But now? It’s like having a GPS for my marketing. I know exactly what works—and why.”

Your brain lights up.

“Couldn’t have said it better myself,” you think as you jot this juicy insight down.

Later that night, you sit down to update your sales page, buyers’ notes in hand.

First, you copy that exact phrase—“like having a GPS for my marketing”—and paste it into your headline.

Next, you sprinkle other phrases you’ve compiled over the last few days throughout the page before you hit “Publish.”

Within a month, your sales page conversion rate has tripled.

Why did you see an increase in sales after you updated your sales page?

In today’s edition of Why We Buy 🧠 we’ll explore Buyer-isms—why we trust marketing phrases that sound like they were plucked from our own brains. ​

🧠 The Psychology of Buyer-isms

Buyer-isms are tiny, unique phrases happy buyers use to describe your product.

And the best part? You can *YOINK* them and paste them directly into your sales copy.

They work so well because they tap into how our brain naturally processes information.

​We gravitate toward easy-to-understand things that sound like something we’d say. It’s called cognitive fluency. This makes these phrases feel familiar, and, consequently, easier to trust.

And thanks to the Self-Reference Effect, people pay more attention to and better remember their own words echoed back to them (or their peers’).

This creates a psychological feedback loop.

The more buyers see their own thoughts and words reflected back at them, the more they trust the marketing—making them more likely to take action.

Bottom line? Buyer-isms make your copy feel effortlessly persuasive—because it’s built with words your audience already trusts.

So instead of sweating over your next ad, sales page, or email…

(Legally) steal the words straight from your buyers’ mouths.

🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

Reviews & testimonials​
Create scroll-stopping headlines with buyers’ own words

Buyers are busy and have short attention spans. And the odds of them sifting through long testimonials or reviews—even if they’re 5 stars—are slim.

So to make the greatest impact, pluck the Buyer-ism from the review and transform it into a scroll-stopping headline, like Baking Steel did:

Browsers may not remember all the sentences Dennis wrote, but they will remember that the buying decision is a “complete no-brainer.”

Product creation​
Allow buyers to shape your product

Your product’s memorability starts with its name.

And for our new workshop on figuring out *specifically* which buyer(s) to target, we hit a roadblock—Buyer Breakthrough or Rich Niche?

Now, the common advice is to “niche down,” so Rich Niche should win, right?

Wrong.

After we took it to the streets LinkedIn polling feature, Katelyn’s LinkedIn netted some awesome Buyer-isms like these:

The lesson? Never assume ANYTHING. Always listen to your buyers. (Sometimes doing that really is as simple as creating a LinkedIn or X poll.)

The verdict? A whopping 63% preferred Buyer Breakthrough, so we’re rolling with it.

Social media​
Say less with more

Marketers often think they need to pack social posts with everything—every feature, benefit, objection—just to convince buyers to take action.

Relay did it differently.

They took a single, powerful one-liner from a well-known brand to promote their product.

No fluff, no walls of text, just 9 words and a simple comparison picture that instantly tells buyers what this is and why it’s better.

💥 The Short of It

The best copy doesn’t come from your brain. It comes from your happiest buyers.

So before you sit down to write your next ad, email, or sales page, comb through your buyer data to find Buyer-isms.
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Because when you find the words your audience already uses, you don’t have to spend so much time convincing them—your copy just clicks.
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​Until next time, happy selling!