As a copywriter one the favorite parts of my job is learning the customer’s language. I don’t mind asking “dumb” questions, because it’s my job. What does Lovibond mean? Can you tell me what IIOT stands for? What is achalasia? It’s second nature to speak in the language of your area of expertise and rattle off acronyms and terms that make absolutely no sense to outsiders. It’s also bad for business.
When you speak to clients in marketing jargon that’s unfamiliar, don’t expect them to stop you when something’s not clear. Very few people are willing to admit they don’t understand, even when that lack of knowledge might result in a bad business decision.
Here are some rules to escape the marketing jargon trap.
Speaking with clarity is your responsibility.
Don’t get trapped in your own language. If you assume that a client or prospect is fully versed in your brand of industry-speak you may end up with a serious case of MEGO (my eyes glaze over). It’s not their job to decode your message.
When people don’t understand they tend to tune out.
They don’t buy what you’re selling or worse yet, you risk losing them altogether.
Take the time to listen to your clients.
Learn their language and their level of understanding, then customize your message to your audience. Get feedback from them to make sure they really do understand what you’re saying.
Keep it simple.
Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.” While they may appreciate your knowledge, if a client can’t translate it into their own experience, communication has failed.
Follow their lead.
If you’re really listening, asking questions and getting feedback, you’ll know when your level of communication begins to mature. When they begin speaking your language, you’ve made a communication connection.
The best brands deliver a clear and effective message that connects with the customer. You should strive to do the same. At Fridge we specialize in the art of listening and communicating clearly. Let us assist you in communicating your message without all the marketing-speak.
Beth Harris, Assistant Creative Director