This is not a comment on the actual item or service you sell but in how you present it. If you’re not using your audience’s language and talking to a need they’ve identified, you’re fighting a marketing battle, and you need to change that today. Here’s why:
Years ago, I worked with a client who used a term I had never heard before. She wasn’t selling to NASA or some market ladened in acronyms. It was a common audience, albeit somewhat younger than me. But when she insisted she was the leader of this term, setting the pace for this term, I had to ask her what it was.
She gave me a very simple explanation.
So I, in turn, asked her a simple question—“Is that what your audience calls it?”
Not yet, she answered.
I understood what she was doing—she was trying to differentiate herself in the market by creating a new phrase. But this phrase wasn’t a marketing tag line or the name of her product.
It was simply a more complicated way of explaining what she sold.
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