One of the greatest challenges a business has when communicating on the web is getting out of their own heads to communicate in a way that resonates with target audiences.
Over the many years I have worked with technology companies, consumer goods, retail and service businesses seeking to increase leads and sales from search, social media, video and email, language had created a barrier. Their content was effectively preventing their businesses from reaching more prospects and customers online.
All too often, content relies heavily on industry jargon which comes naturally to them, but not for their audiences. Still, many fight hard for this approach, believing that if they “dumb it down” content for broader audiences their authority among peers will be diminished. They forget that they are not selling to their peers, and that their audiences (customers and media especially) do not use that language when seeking a solution to their problem.
ALL sales are about solving a problem.
Industry jargon typically creates two barriers to fully benefiting from a digital presence;
It is imperative to remember that behind every device, click and view is a human. So, instead of using acronyms, technical language and insider knowledge when publishing digital content, businesses would be well-served to use conversational language.
Industry language doesn’t need to be completely eliminated. It should, however, be balance it with language that real people use.
Do this, and both you and your customers will truly be speaking the same language!
Rebecca Murtagh is a Human AI Evangelist, Author of CROWD SUCCESS® and a human performance coach. Rebecca leverages decades of experience working with Fortune 500, Silicon Valley, Wall Street, Mains Street companies and startup entrepreneurs to help virtual companies, remote talent and hybrid teams leverage Human AI to continually operate from a place of genius, innovate faster and find greater fulfillment in their work and life in a world of intelligent machines.
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