Tags |
|
|
Links |
|
|
Answer Upon - Skip the Marketing Jargon to Attract More Paying Clients
Filing systems are not going away any time soon. The paperless world we thought was created with the advent of computers has done nothing more than create an exponential amount of reasons for us to generate more hard copy documents requiring storage such as file cabinets. This need for more office document storage has also increased the need for improved office filing systems.Reviewing the l
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love th
A penny doesn't go a far today as it once did. But one cent is half way to two cents. And $10 is half way to $20.The idea of the One Penny Project is that you start with nothing. The first step is to find a penny, then through different strategies you progress through the steps of doubling your income until you achieve your goal.By breaking the process of building financial income int
I see this use of jargon all too often when visiting people’s websites and in networking groups. My impression is there’s a lack of confidence in there somewhere and people are trying to compensate by trying to sound overly professional or fancy. Well, the result is that not only are people’s eyes glazing over, they’re also probably losing lots of potential clients that way, and not to mention, lots of potential referrals.
Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.
So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an insult, but rather, as a way to have what you say be:
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love thi
A common complaint I hear from small business owners is that they spend a lot of time and money creating their marketing materials, and they send them out to prospects, but they never get any response.Whether you're sending out an email, a brochure or a post card, it's frustrating when your response rate is next to nothing.What you must realize is that marketing and sales is a process
Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.
So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an insult, but rather, as a way to have what you say be:
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love th
Money can now be made by sharing one’s opinion. Is this a joke? No it is for real. This is because blogs are one of the things people love to look at these days when surfing in the web.It is not that hard to make a blog. A user can download a template and put the content there or make one up using wizard.The trick to making money is being able to find a niche market. This means findi
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love th
The Car Wash Industry knows it has a problem hiring illegal aliens and illegal immigrants. And most car wash owners exploit these people to make more money. They are somewhat worried about the recent crackdowns and are worried about getting in trouble. Yet they still do it, but why?Well they think they will not get caught because their customers will not turn them in. After all you have been
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love th
Customers are people. They are not merely test subjects that you approach as a doctor would a cadaver. They are living, breathing, worthy individuals. They have pulses. They talk back. And they have feelings. You’ll increase customer loyalty and revenues if you adopt these simple practices.Be Warm and Hospitable. Take that monotone out of your voice. It is distancing and annoying. N
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Make sure you phrase your marketing message and claim in everyday terms, preferably results. Practice on a 6-year old child, if you can. Tell the child your marketing message and ask them to tell you what you do.
Believe me; kids are smarter than most adults are on this stuff, so if they can’t repeat it, your prospects and referral sources probably won’t know what you do either. It all comes down to K.I.S.S. (keep it simple, sweetheart!).
© 2006 Client Attraction LLC. All Rights Reserved.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.hubyou.info/article/27702/hubyou-Skip-the-Marketing-Jargon-to-Attract-More-Paying-Clients.html">Skip the Marketing Jargon to Attract More Paying Clients</a>
BB link (for phorums):
[url=http://www.hubyou.info/article/27702/hubyou-Skip-the-Marketing-Jargon-to-Attract-More-Paying-Clients.html]Skip the Marketing Jargon to Attract More Paying Clients[/url]
Related Articles:
Paying Attention To Your Customers
Whats and Hows of Singapore Entrepreneur Pass
Bookmark it:
|