the buyer's words are the brief
your pitch is written in your words. your buyer decides in theirs. the gap between the two is where deals die.
every business has a pitch.
it was written in a meeting room.
by people who already believe in the product.
your buyer was not in that room.
they have their own words for the problem.
"my phone keeps ringing and none of them are serious."
"i don't know if the ad is working."
"my son wants to fly, i want him safe."
those sentences are the brief.
not your deck. not your tagline.
when you talk in your words, the buyer has to translate.
every translation costs attention.
enough translations and they leave.
when you talk in their words, they feel heard before they feel sold.
the practice
write down the exact sentence a buyer said when they first reached out.
not a summary. the sentence.
do it for the last ten.
read them together.
the pattern is your real positioning.
the question to ask yourself
what did your last buyer actually say, word for word?
if you can't remember, you weren't listening. you were pitching.
how aligned is your business with this?
talk it through with PROXe. it will show you, using your own words.