You’re speaking my language


Marketing is basically an ongoing conversation with your target audience. Your ultimate goal as a marketer or business owner should be to guide the conversation in a way that allows your audience to interact with your brand in a meaningful way. Here are some tips to help you get the conversation started:

Eliminate jargon. People who work in different industries often use shorthand and complicated language that doesn’t make sense to someone outside those industries, including customers. Cutting unnecessary jargon helps people understand your message and makes your brand accessible.

Focus on benefits. Business owners love the products and services they offer; after all, they are the lifeblood of their companies. They help keep the lights on and ensure that the employees are paid. A strong focus on your products and services in your business practice is a must, but focusing on them in your marketing can be a big mistake. Your audience doesn’t care about how you developed your software. They want to know how much more productive it will make them. They don’t give a whit about how their diabetes medication manages their blood sugar. They want to know that they’ll be able to live their lives normally if they use it.

Address fears. Believe it or not, your audience is often up at night fretting about their business issues. If you can tap into those fears and provide solutions in your marketing, you’ll attract and retain customers. This is a great way to showcase the benefits of your products and services while creating an emotional connection with your audience.

Look (and sound) good. Speaking the right language is more than using the right words and sounding like your audience. Your content should be surrounded by graphics and images that draw your audience in. If your website, newsletter and blog are visually boring or confusing to the eye, prospective customers will leave without reading your message. If they leave, they’ll never learn how you can help them.

How do you communicate with your audience? What strategies work best? Let us know in the comments below.


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