What language are you using with your prospects?

So, what effect does this lack of understanding create with your prospective customers?

Regardless of your means of communicating (whether face-to-face, in a blog or email, or on a podcast) you will receive one or more of the following reactions from your audience:

1. They will pretend they know what you mean so that they don’t appear stupid, but you will have lost them as a customer. After all, if they don’t understand what they are paying for, why would they give you money or listen to your recommendations?
2. They will stop listening to you, reading your blog, or subscribing to your podcast. They will delete your emails unread or partially read, and eventually unsubscribe, because they feel more confused than enriched by what you’ve said. You have lost any future chance of communicating with them and turning them into a customer.
   
3. They will never recommend you to their friends and acquaintances…or worse, will dissuade others in having dealings with you

But doesn’t using the right lingo (language) establish you as an expert in prospects’ eyes?

Yes, you will win over some people by showing yourself to be the expert and knowing all the right buzz words, but without creating clarity for them it’s unlikely to last for long.

Whatever your business, the best way to convert prospects to customers, and customers to lifelong clients, is to build a good relationship with them. You can start by making yourself understood.

Last year I created some videos on how to use free tools available on the Internet to learn the language of your prospective market and find the keywords they are using online. If you are interested in those videos and the podcasts I recorded at the time, please click on the “free stuff” tab at the top of my blog. I think you’ll find them extremely useful for making yourself crystal clear in all your communications.

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