Part One: Strategy · How it is understood
Makers name things by how they are built. People describe their trouble in their own words, search with those words, and do not recognize the product when it uses different ones.
Inside a company, a vocabulary grows up around the product. Workspaces, pipelines, entities, automations. The words are precise and everyone on the team shares them. After a year they feel like plain language.
Outside, nobody uses them. A shop owner does not have an "inventory synchronization problem." She sold a lamp online that had already gone from the shelf, and had to write an apologetic email. That is the sentence in her head, and something close to it is what she types into a search box or says to a friend.
When a front page talks about "real-time multichannel inventory," she does not see herself. She moves on, the way you walk past a shop whose sign is in another language.
Makers resist her words because their own are more accurate. They are. The customer's words are vaguer and sometimes technically wrong. They are also the only ones she will search with, and the only ones she will repeat to the next shop owner.
Her words alone are not enough, though. "I keep selling things I don't have" names the pain and does not say what is on offer. The headline needs both halves: the kind of thing it is, and her trouble in her terms. "Stock control for shops that keep selling things they don't have."
Suppose a team reads fifty support emails and sales call notes and copies out the phrases people used before anyone taught them the official terms. The same few sentences come up again and again. Those sentences are the raw material for the headline, the search terms worth being found under, and the first line a salesperson says on a call.
Therefore:
Collect the exact words people use for their trouble before they have met your product. Use them, unpolished, wherever a stranger first meets you, next to a plain name for what the product is.
In practice. Open the last twenty messages from people who were not yet customers. Underline how they described the problem. Compare the underlined phrases with the first sentence on your front page.
Goes with. You hear the words in THE LAST TIME THEY SWITCHED (19). They decide whether you are FOUND WHERE THEY LOOK (11). Inside the product, the same rule is PLAIN WORDS (79).