Are we even speaking the same language?
It’s all too easy isn’t it? We get so passionate in our businesses. About what we sell, who we help and how we work.
But often it gets mis-interpreted because we’re simply not speaking the same language. No, I’m not talking about global businesses who need to translate, it’s simply the words your clients, your potential clients use and what you use in your business.
Just a couple of weeks ago I asked one of my new clients to share what she did, who she helped, how she worked, the pain points of her ideal client and what the outcome (or transformation) that her clients can expect by working with her.
Here’s what we found….
We quickly discovered that she was caught in a rut. Using her own language. Her business has moved on. Her ideal clients had changed but she hadn’t adapted her language. How she was writing, the words and phrases she used had turned into noise that her potential clients didn’t understand.
I wasn’t asking her to change who she was. But asked her to listen out to when her clients called, what they shared with her, why they were getting in touch, what problems they had and if it got that far, what questions or objections they had. And to actively listen to the words they used.
“Seek first to understand and then be understood”.
She listened, she captured their words and phrases. And then light-bulbs went off. All this time she was using HER language. Not theirs.
Have you experienced the same?
And if it’s not language, perhaps you’re looking for inspiration on creating copy that sells. Do have a read of my top 5 tips to help you along the way.
1 CHOOSE ONE FOCUS FOR YOUR COPY
Your ideal client has one specific pain point, one goal, one desire. They may have secondary pain points, goals, and desires, but you need to focus on one to create your copy from. Don’t be tempted to include too much in your copy
There’s a tendency to over complicate things when you write. Keeping it simple means that the core concepts that you get across have to be delivered with clarity. Be succinct and to the point. Use adjective-rich copy that invokes sights and sounds and smells even.
2. IDENTIFY A BUYER’S MAIN OBJECTIONS AND WORK AGAINST THEM
Hearing objections in your business can be some of the most helpful feedback you can expect to receive. If you know them, you can call them out. In your copy. Why may someone choose not to work with you? If you’ve got a counter-reply, use that in your copy. If you’re able to identify objections and refute them in your sales copy, your prospects won’t think you’re hiding anything from them.
3. ENSURE YOUR COPY SOLVES A PAIN POINT
If you want to create compelling copy that sells, it has to solve a pain point. Again, focus on the one thing that your product or service will do for them to solve that pain point.
When you’re writing copy for sales, interpret the features of your product or service as benefits. In other words, what outcome will the end user get out of it? How will it improve their lives in a tangible way? How will it solve a pain point? Remembering to use the language that they would use too.
4. TELL A STORY
Telling a story around your focus helps people connect to your product and brand. It can be a true story or you can paint a picture through an anecdote that describes a potential problem.
You can also use testimonials and case studies to tell stories. Alternatively, tell your brand story and what led you to create your product or service in the first place.
By telling a story that resonates with your intended audience it will increase engagement and conversion.
5. CREATE AN ATTRACTIVE CALL TO ACTION
At the end of every piece of sales copy should be an attractive and easy-to-spot call to action. What do you want them to do next? Make it clear to them. Don’t leave them hanging and not knowing where to go next.
On that note, how has this blog helped you? A reminder to use your ideal clients language? I’d love to know. Drop me an email on firstname.lastname@example.org
I’m Sam Dixon, founder of Thrive With Sam Dixon, a Marketing Consultant to ambitious businesswomen who want to launch, grow and scale their business with flexible marketing support.
For a free 30 minute discovery call get in touch by email email@example.com or come join Thrive Collective, my monthly membership community. JOIN HERE.