How to annoy clients, another in the series. Get clear about what you do, in “their” minds.

Today I’m going to explain how to use a squeeze page to get organic traffic.  In fact how the inner you can connect with the alter-ego of your tarket in order to enhance your below the line marketing. Uhhhhh??

“If you thought that was bad, you should hear me at a network meeting.”

We all do it, from time to time we use jargon that goes over the head of our audience or simply confuses them.  It is at best, unproductive and at worst annoying.  How do we stop?

In writing copy for websites, I have been advised by people I trust to use language that could be understood by a 6 year old.  I have to make do with a 10 year old, my daughter Michelle.  If in doubt I run a paragraph by her and see if there are words or even concepts with which she struggles.

But it is not about being condescending or treating people as idiots, its simply about making what you say:

• memorable
• easy to understand
• repeatable

At a recent network meeting, participants were invited to practice their elevator pitch.  Someone from the IT world said something about doing things in a “data rich environment”.  The rest of what he said was unmemorable, but this phrase made my brain hurt, but it sounded fattening.

If you are responsible for the information gathered in a business and providing ways of analyzing and interpreting the information to senior management, you will likely use this phrase regularly.  But it is simply rude (J) to express yourself in these terms to lay people.

What does this demonstrate?  “Know your audience” perhaps or just keep it simple.

Memorable:  there is a fine line between a catchy, memorable phrase and cheesy.  A memorable phrase such as “Just do it” or “Helpful banking” is fine as a tagline, but doesn’t come across well in an elevator pitch.  So when you think “memorable” perhaps it is more about the content.  A memorable message is all that is needed, keeping the catchy lines for marketing (at best).

What is memorable?  Well a phrase that resonates directly with your audience or prospect is going to be more memorable than one that causes them to stop and try to work out the implication.  Spell it out.

This brings me on to a pet-peeve of mine.  Whether spoken or written, initials and acronyms.  If you are not 100% convinced your audience will understand immediately, please say the whole phrase first, then add the initials, not the other way around.

Which do you think sounds better?  “Just adopt the principle, Keep It Simple, Sweetheart (or KISS).”  Or “Just adopt the principle, KISS (Keep It Simple, Sweetheart).”  The first way says exactly what you mean and then offers a quick way to remember it, the second talks to people in the know and then explains it for those dummies who don’t recognise the acronym.  How would you prefer to come across to your audience?

Easy to understand:  does not mean treating your audience like children.  Simple language is always going to be better than complex, for the majority.  If you can, test your audience for their level of understanding.  Of course there are times when your subject matter is ideally suited for people with a deep knowledge and are therefore used to expressions and jargon.  My rule of jargon in selling is “never use jargon unless your client has used it first.”

Public speaking is a great environment to test your language.  When standing up front, watch for the nods or glazed expressions.  As a stand up comic (occasionally) I often test my audience with a joke to see what boundaries I need to set.  You will probably have experienced this.  As I heard Jimmy Carr say the other day after a risqué joke “you can laugh or you can “ooooh” but you can’t do both.”

            Repeatable:  Again, elevator pitches are a great way to demonstrate what is meant here.  How many elevator pitches have you heard that you could repeat straight back?  Why would that be important?

Well imagine I have just met you.  You talk to me in a memorable, easy to understand and repeatable way.  An hour later I meet someone else and they could be in the market for what you do.  How easy is it for me to tell them about you?  Would you like me to do that or would you like me to make it up as I go along...from memory?

Repeat after me...”Terry Murphy is a great guy and loves to help.”  See?  Easy really.

Enjoy what you do and use language that keeps frowns and glazed expressions off your prospects’ faces.  They’ll love you for it.



Comments

[William Martin]

This is one of the things that people to time and time again - forget that their audience is not always an "expert" in their area. If i can't understand what you say, I won't buy because you make me feel bad.