How to find the exact language
People don't think about a list of product features or platitudes. Instead, what is running in their mind are anxieties, fears, doubts, hopes, dreams. So your headline needs to be about the stuff in their heads.
If your headline completes the sentence "Our product is...", you're not using your prospects' words. A good marketer will complete the sentence "Now you can..." or "I wish I could..." or " I hope to..."
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If you’re struggling to find a product/market fit, first figure out what “looks like food” to your prospects. Find the language/market fit first and everything else will be much easier.
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