In The A-Z of Marketing L is for Language.

How often do you find yourself at a workshop or listening to a presentation on a topic you are interested in, yet find you haven’t a clue what the speaker is talking about? After almost a year at Appletree i have learnt a vital rule about communication – speak the language of your customer. It’s not what is said that matters, but what is heard. Speaking the language your customer understands will help you build trust and increase confidence that you can do what you say you can.

Americans think in English, Footballers think of football, Mexican people think in Spanish and Equestrians think of horses. Snowboarders think about snowboarding and speak using snowboarding terms even when they’re not talking about snowboarding. So if you are promoting a new deal on ski and snowboard insurance it would make sense to speak the language your customers are using. So when you talk to potential or even your existing clients, do you make sure to speak in terms they understand and use in their daily routine?

One of the best ways to speak your customers’ language is to avoid bombarding them with technical jargon and industry speak, to try and look like you know what you are selling. Speaking to them in a simple and non-confusing way will help them understand you more quickly and will build trust with them. Don’t forget you will earn trust by speaking to customers as they would speak to one another.

Here’s what I think are the best ways to speak your customers’ language

• Listen to them. Use the words and phrases you hear your customers using when they talk about your product or service.

• Read industry blogs and social media updates to see how customers talk about similar services to the ones you provide.

• Visit events and speak to other businesses to see how they react to their customers.

Remember potential customers are more likely to trust you and purchase what you are offering if they can see that you understand what they want.

What experience have you had with businesses speaking too much jargon at you and putting you off buying from them?

Next week M is for? …