When you're doing your marketing, your messages, your website copy, your ads, your talks, your landing pages, your flyers, your videos, anywhere you are talking about what you do... make sure you use the language that your clients (existing and potential) do.
Literally I mean this - if they say you 'nail it' use that phrase. If your clients say you 'cut to the chase' use that. If they say they were feeling overwhelmed and confused use those words NOT the ones you would use. Remember you are not your customer. Your customer is your customer... so speak to them using their words.
Because you want them to listen! If you're not using words and language that resonate with who you want to listen then they won't hear you. It sounds quite simple and it is but not everyone is doing it. When you're writing your copy and planning your marketing messages its easy to say what you 'think people want to hear' instead of what they are actually saying.
When you say what your ideal clients are wanting to hear, and are actually saying themselves then you will get a much better result. MUCH better. Because you are talking with them not to them, using their words.
First off, listen to your customers. What are they saying. I'll go through all my testimonials and pick out the words and phrases my clients are saying about me.
Look up what words and phrases people are actually looking up online by using the Google Keyword tool. It's free, it's simple to use and will give you huge results when it comes to being found online.
You absolutely need to know who your ideal client is so you can talk with them. And it's not about using the jargon that might be in your market, it's about using the phrases, descriptions and words in context that your ideal clients will understand and 'get'.
To make your marketing work you need to use the words that are being said.
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