Words that Matter
When you’re writing to your target market - whether it’s through sales material or online articles - you need to choose the right words.
Here are a few things things to consider when you need to reach the people that matter most:
Who Are They?
To talk to somebody effectively, you first need to understand who you’re talking to. You’d talk to a 60 year old in a different manner than you’d talk to a 12 year old and you’d speak to a professor in a different way than you’d speak to a student.
Words matter, but people matter more.
How Do They Speak?
What words are popular with your target market? How can you convey your knowledge of the subject matter in a way they’d understand? A car salesman will give a different spiel to an auto-mechanic than he would to a mother of four. Not only would the word choice be different - more technical to one and more benefit oriented to the other - but the focus points would also be different. The auto-mechanic would probably want to know more about the engines performance while the mother would likely care more about the safety features.
If you know what your prospects are looking for then you’ll know what to give them.
What Unique Questions Do They Have?
While the same old questions in your industry might be over answered and redundant, there are still hundreds of questions that are asked each and every day that aren’t answered effectively - leading to a broken sale.
Instead of answering the same old questions with your advertisements and articles, think of ways you can be different. What can you do that nobody else in the industry does? What solution can you solve better than your competition? What problem do your prospects have with their current product or service that you compete with?
How can you stand out from the crowd?
Have Confidence
Whenever you’re writing or advertising, be confident. Nobody likes cocky, but people need to see that you’re confident about what you do.
The best businesses are the best because they believe they’re the best. You can’t succeed in business unless you believe there’s an absolute need for your product or service. If you think your customers are just as well off by using another service provider or product producer, then you should stop what you’re doing - in fact, you might as well join the competition, because you’re probably selling as much for them as you are for yourself.
In a world filled with thousands of messages directed at your target market every day, you need to stand apart. By using words that matter, you’ll quickly understand how to make you matter.
