Typically, when software companies write up their homepage, features page, or pricing page, they use messages and words their internal team is accustomed to using – but often, those words mean very little to their customers, users or prospects. Then they wonder why it’s so hard to acquire new customers. In this talk, Claire will explain why this doesn’t work and offer you some straightforward pointers to help you use JTBD – a framework to help you understand what your customers want to achieve – to write in a way that resonates with your ideal customers. https://businessofsoftware.org/events/online-mar-22/jtbd-in-your-copy/