I was on a call with my business coach Rich Schefren and our mastermind group, and the topic came up about the language we use in our marketing materials. Too often we use language or words that we would say to describe the problem instead of using language that our prospects and clients would use.
An example would be that we say we have a solution to inflammation when our target audience would say they are looking for a solution to pain. Or, we say we have a solution to communication challenges when our target audience would say they are looking for a solution to handling difficult conversations.
Do you see the mismatch? I had this mismatch when I first started my business and I was offering solutions to living in balance when my ideal clients problem was related to stress or not having enough time.
People most often relate to the problem they experience rather than the solution we offer. You can test whether or not you are speaking the same language as your customers by asking them whether they relate to the words you use in your marketing message.
If there’s a mismatch, what can you do to find the words that your target audience will relate to?
[tags] small business marketing, small business success, marketing strategies [/tags]