Are You Speaking Your Customer's Language?

The Agency Accelerator

A simple way to ensure your marketing hits home and resonates with your target audience is to use your customer’s language in all outbound comms.

Sounds simple right?

It is but it isn’t and so many get this wrong because they focus too much on their product or service. They do this because they don’t understand their client's pain points enough, so this is what we are digging into this week and I want to give you some pointers to help you get this right.

Time Stamp

[01:16] There is a time and a place to talk about your product and service in your marketing, but it isn't right at the start!

[01:40] This issue typically starts with your website. Is your website full of ‘we’?!!

[2:55] Think of your marketing like going on a date - you wouldn’t start by telling them all about yourself (and if you did they would run a mile!).

[3:30] Do some research: Jobs to be done interviews

[4:34] A story about MacDonald’s milkshakes

[6:14] Record the client interviews so you can use their specific language in your marketing

[7:02] Your research should uncover what matters to your clients and what keeps them awake at night

[7:30] You want your messaging to hit a nerve with your customer and make them feel you really understand them

[7:55] The importance of building KNOW, LIKE and TRUST

[08:50] Don’t use jargon in your marketing

[09:30] Understand what transformation your client is looking for

[09:50] Now, go back and check all this against your website!

Quotations

“Your reader isn’t interested in your product or service until you have proven you can help them” - Rob Da Costa

“Don’t use jargon in your marketing. You won’t impress your client you will just lose them!” - Rob Da Costa

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Useful links mentioned in this episode:

• The Agency Selling System digs into Jobs To Be Done Interviews questioning and techniques
• The Self-Running Agency Implementation Group