I'm writing some copy and the premise is a story about a small business owner. "small business owner" is NOT the keyword phrase I want to optimize the page for, but I find myself using "small business owner" overa and over again.

The product is for small business owners, but I don't expect to rank for "small business owner" or for people to search for "small business owner" in an effort to find my product.

My question is: Should I try to change the wording to avoid repeated use of small business owner (I've thought about using SBO)?

I'm afraid that if I use a different term/phrase each time that I may confuse potiential customers reading the copy. What do you people think?