Did I hear what I think you said?

HUH? How many times have you had a "lively" discussion about a seemingly important topic where your definition of it was no where close to the other person's definition? But, you didn't discover this until you were both red - faced in frustration or anger? It's like having a conversation in sign language with your eyes closed!

That is how some of us are trying to communicate with our prospective customers! What we are trying to say to them does not always come out right. We often use terms that make perfect sense to us but make no sense to our audience. Such assumptions can be dangerous to our business.

Let me show you what I mean:

Pretend I am a business owner who has a traditional brick and mortar business. I am now ready to "make my presence known" online. I log on and begin to search for web designers. I come across thousands of options! I need to sort through them based on what they say in that brief introduction. Now, imagine what I see.

I am looking for a comfort zone among the hundreds of words I have no clue what they mean. Take for instance HTML, Java, VRML, and PERL technology. If I knew what those were I could probably build my own site! There were others that boasted engineering and construction of web sites. HUH? I thought you typed it into your computer!

There were all kinds of specialty features like static banners, hypermedia, properly branded flash, database integration and we sure couldn't leave out SHOCKWAVE! (That's what I was in when I was reading all of them!)

Unlike a traditional business owner who gets face to face with his customers, online owners can't see the glazed over look on my face. OK...Oh, here's one I can relate to..one that can help me start my e-commerce business! (I just learned THAT phrase recently)

EUREKA! I finally found one for me.."we specialize in working with people who have little knowledge of the Web." I go there, read all about how I can have a web site, and I buy. It doesn't matter how much it costs because they related to ME and MY PROBLEM.

They showed ME the BENEFITS of their business. Chances are they have all the same whistles and bells of all the other Web Design companies. But, THEY put themselves in MY SHOES to earn my trust.

Compare this story to the way you communicate to your target audience. You may very well have the BEST product or service at the BEST prices on this planet, but if you can't tell me in my terms, I won't know it! All of your advertising and promotions need to relate in terms that this particular reader can understand.

Does "high end" mean "high quality" or does it mean I am going to spend a lot of money? I would make sure I tell my readers exactly what this means. "What this HIGH QUALITY e-commerce site will do for you is...."

If you are trying to attract NEW business, use terms ANYONE can understand. If you only want to attract those who have been your customers a while and are very familiar with your product, then certainly use the vocabulary of your products or services.

About The Author

Kris has helped many folks with her Ad Writing and Marketing techniques. She teaches you how to effectively use these elements and many more in the Netpropelled Marketing System. Now, you can have step-by-step procedures in marketing your On-Location and On-Line Business. FREE e-book, Ad Writing...Hitting Your Mark! and more with FREE subscription to the Netpropelled Newsletter ~Ideas that PROPEL your NET PROFITS. You are invited to learn more at: netpropelled.com

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