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Speak your client’s language
After the plane landed (on my way to a workshop showing holistic practitioners how to sell in a way that supports their values), the pilot made the usual “welcome and thank you for flying with us” announcement, and then he said:
“To help with the unboarding, we have requested a set of stairs aft of the plane so rows 10 on can use it”.
I’m sure his language was a bit better, but I’m jet-lagged.
No one used the back exit, not one person, even though everyone was anxious to get off.
That’s because, hardly anyone knew what “aft” meant. It’s a term familiar to pilots and sailors, but not to the average person.
I even heard a few people grumble that they didn’t know what he just said. So the pilot’s attempt to make things easier for the airline’s customers was all for naught.
What language do you use that might be obvious to you but not to others?
Using it not only leaves the people you are trying to reach in the dark, it irritates them and they start turning you off.
Take a look at your marketing material with fresh eyes and run it by someone outside of your field just to be sure.
Observe your conversations more closely over the next few days.
It will be well worth your time.
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