Mental Floss for Today!
Are You Speaking Your Customer's Language?
Take a look at your customer facing materials - things like web sites, brochures, presentations, demonstration tools - really look closely - every word.
Are you speaking like your customer or talking all about yourself.
Take for example your web site - is it written touting your product and all it's features or is it written as if your customer is talking - you know what I mean - the vocabulary, lingo, and the mental imagery that the customer's world speaks most about.
This is where you want to be - speaking to your customers in the language they use. They need to see themselves in your marketing materials. Clearly.
There's only a very small percentage of customers that will translate your materials into their own language - we call them early adopters - they like to do this - they find it fun. But the problem is there's only a small % of these folks - the rest of your potential customers expect you to do the translation.
So take a close up look at your web site, collateral, and brochures. How often do you talk like your customer and how often are you spelling out features and company capabilities? My guess is, if you're like most, it's a 10-90 ratio. We need to turn that around to 90-10.
~~~Wendy Kennedy
advisor/author/lady with the flipcharts
So What? Who Cares? Why You?
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