I was with a client the other day and we were talking about some strategies for improving customer acquisition and sales in his business. Reviewing what he and his immediate competitors were doing and thinking about what potential clients were looking for uncovered an issue that, I think, many businesses can suffer from. That is most businesses can settle, through laziness, habit or other reasons into using their own language when trying to explain and generate demand or understanding for their products and services. Nowhere is this more so than in industries that are somewhat technical in nature e.g. web-design, architecture, accountancy, tax, engineering etc.
Through experience and research, I have found that, generally:
Therefore, using your customers language will go a long way to improving understanding, increasing engagement and trust and, eventually, improving your rate of customer acquisition and sales.
Are you operating in an industry that is technical (even a little bit)? Are you speaking in a language that your customer understands? Or, even better, are you talking the customers language?
Which industries have you come across that seem to be speaking a foreign language?
Thanks to viZZZual for the photo