Last night as part of my duty of being a trustee for City YMCA, I got to go to the George Williams founder lecture in Westminster. The speaker this year was THE speaker of the House of Commons, the Rt Hon John Bercow MP. His talk was on young people and politics and he made a statement in reference to engaging young people that really made me sit up. He said that in ‘its engagement with the youth of the UK, that Parliament needed to find a language that resonates’.
This is something I tell clients all the time in our branding, marketing, copywriting and PR work. The language you use is absolutely vital. If you have the best product in the world but you customer doesn’t understand how it works or what its benefit is to them, why would they read on or contact you to find out more. Basically, if the language you are using isn’t resonating with your customers, it doesn’t matter how many leaflets or case studies you do.
If you do as we suggest and think about your marketing communications from your audience’s point of view, you will naturally use a language that resonates with them.
Some key things to get you started are to ask yourself these questions:
- What does my customer know or not know about our company, product or services that could make an impact on its business?
- What problems do my customers have that I can solve?
- What benefit is working with my company or using my services going to have on this customer?
- Is the language I’m using working for my customer? – Is it clear, jargon-free, consistent across all my marketing and does it resonate with my brand values?
If you are not sure about terms or points of references that your customers or potential customers use, do some research first. Most people like being asked about their business and don’t mind explaining terminology. And while you’re at it, why not ask them what their main issues are. That way you can immediately tailor your solution using words that will absolutely make sense to them.
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