This... Is probably the best explanation of what SEOs call "keyword research". Write in the language your customers use.
There is the risk of navelgazing in this, so I would add one thing: talk to 100 or so prospective customers that didn't buy your product yet too.
Every marketing team should do this simple test.
At random, ask 100 of your existing customers to describe your product in their own words. No leading the witness.
Then look at how you describe your product on your site.
Don’t dismiss obvious differences by telling yourself, “They basically mean the same thing we do.”
Really look at the specific words. Really consider exactly what they’re saying and how they’re saying it. Compare that directly with the words you’re using, the descriptions you’re presenting, the picture you’re painting.
Then stare at the Grand Canyon.