When it comes to describing your product or service do not write with your pen. Instead write with the pen of your customers.
Writing with a borrowed pen is the best way to signal to your prospective customers “I get you”
When interviewing prospects in the discovery phase listen to the words they use. Hear how they are explaining the details. This is your borrowed pen. Knowing the words they use to describe your product will allow you to then write better emails, sales pages and interact with customers and prospects.