Are you scaring customers away with your words?
You know that moment … you start explaining what you do, eyes start to glaze over and customers run away screaming.
OK, I exaggerate … no one has ever run out of the room screaming … yet:)
How Well Are We Communicating?
The problem is that the more we know, the worse we become at communicating that knowledge — we get caught up in jargon. Chip and Dan Heath call this “The Curse of Knowledge” . The irony is, no one is immune — even folks who communicate for a living! Why? We are too close to what we know. This is a common problem that many of us experience.
I was reminded of this recently while reading Ellie Becker’s blog. Her post happens to be about how to explain Hubspot’s online marketing solution to potential customers. I’ve had this same problem when I talk to clients about Inbound Marketing — it is so obvious to me, yet so hard to explain.
Examples: Who’s Doing It Right?
When we talk about our business, do our words really resonate? We need to perfect a sound-bite about our product or service that reflects the customer’s language, and take care not to get caught up in marketing-speak. Explain how you solve the customer’s problem … in THEIR words.
John Jantch has done this quite well over at Duct Tape Marketing … his business name (and content) really resonates with his small business audience. Have you coined a customer-friendly phrase or tagline that communicates instantly what you do? Not so easy, is it?
I was at a networking meeting recently, and an image consultant named Scarlett De Bease introduced herself by saying she “helps women look thinner and taller”. Magical words … everyone perked right up!!!
“Inbound Marketing”: A Communications Challenge?
So … back to the problem at hand: a customer-friendly way of explaining “Inbound Marketing”. If this particular topic bores you, read no further … but smart marketing minds are struggling with how to explain this over at Ellie’s blog. Can you help?
Does language like “keyword driven content”, “SEO”, “lead nurturing” etc. resonate outside the inner circle? Or do these terms just confuse — or worse yet, scare — the average business owner?
Here’s my best shot at being “jargon-free” :
“What’s Inbound Marketing?” Soundbite: Inbound marketing connects all the online dots, helping your best prospects find you, and then building a relationship until they become customers.
How? Instead of using “push” or “outbound” marketing tactics, you create an online path for the prospective customer, using tools such as SEO, social marketing, helpful content, blogging, e-marketing, and conversion optimization.
What About Hubspot? Hubspot’s powerful all-in-one” software helps you integrate all the pieces and provides helpful analytics to measure and improve results.
Proof? — Hubspot’s technology is backed by over 5000 actual business case studies and the latest best practice research.
Now … how can we say that clearer, shorter, better, or be more interesting? PS – Bragging rights to anyone who comes up with a short phrase that says it even better than “Inbound Marketing”!