Earlier today, I received a newsletter proof that reminded that it was time to talk about how you talk to your prospects and clients about what you do.
It was rather heavy in white paper jargon. That’s fine for an industry conference, but it’s totally wrong for the customer on the street - the reading audience for the client newsletters I produce.
We’ve talked about this before, but it’s easy to forget.
Talk the language of your clients, not the language of your industry.
I don’t mean English, Spanish, Russian, Chinese or German.
I mean simple, jargon-free conversation that will educate your prospects and clients, without boring them to sleep.
Your clients aren’t stupid, they just don’t happen to study your industry’s technical publications.
Doesn’t mean they don’t appreciate your science, technology, diesel injectors, the differences between this and that - they simply don’t want to talk about them in your terms.
Remember their needs, their wants. They don’t revolve around your industry lingo, they revolve around how you can help them.
Look at your emails, letters, brochures and other materials.
Whose language are you speaking?
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ditto! Ditto! DITTO! This is also true in large organizations where deserving ideas that come out of IT are marketed to Sales using such IT jargon as “Enterprise.” The legal and finance departments also have their own jargon which does not translate well to other departments.
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