Yes! How can you communicate your message, if you are speaking the wrong language? First we listen and learn, then we can speak in a language our audience understands. We also need speak to them where they are. The message needs to be relevant to them. and we need to listen for feed back. Thanks Danny for reminding me to keep it clean and simple.
gacconsultants
· 7 months ago
Hi Danny - I'm a bit old school I suppose; no, I know that I am... I have hired many IT companies over the years for several businesses. I would have responded to the first add and completely skipped the second. I liked the professional structure of the message.
As I reflect back, most, if not all of the IT companies or IT personnel that I've hired throughout those years were recommended by people I knew and trusted. I didn't look for ads, I looked through my Rolodex (that's old school!) and called people for a recommendation.
You definitely gave me something to think about in this post... doing things the way you always have done them vs considering knew ways to communicate your message... Thanks
Danny
· 7 months ago
Perhaps the IT example wasn't the best one to use, Mark - I know how you guys have your own special language ;-)
It's interesting that you mention word-of-mouth for your hires. Is it because IT is one of these industries that people can really make a name for themselves and it spreads wider?
Stuart Foster
· 7 months ago
Two perfect examples of goofus and gallant in terms of copy writing. You always want to relate to the customer on their terms (and not yours). The key is doing this in a clear and effective manner. So translate the industry speak...and work on delivering a clear CTA.
Danny
· 7 months ago
Do I fall within the gallant or the goofus, Stuart? ;-)
You're right - CTA is key.
Frank Reed
· 7 months ago
Danny,
I like to be alert to both types of 'speak' because some people are very technical in nature and can have a great product but they are not real personable. Doesn't mean I won't use their solution though.
One of the worst things I do is over-communicate. I often feel like everyone has to know every detail of everything all the time. In this fast paced world the best thing anyone who sells can do is (IMO):
1. Clearly identify the need of the prospect. If there is any assuming going on there will be trouble and a bad fit could result. Build your sale on a foundation of stone not sand.
2. Determine if your product / service can actually meet their need.
3. Then connect the dots by showing them how numbers one and two either work or DON'T work. A good job of selling is sometimes recognizing a bad fit and moving on. Can be more of a relationship builder than anything.
4. Do it was a little fluff as possible. Time is of the essence so giving just what they need rather than what you THINK they need is best for all parties involved. Of course, make sure a genuine relationship is under way because that will determine how later communication happens.
The universal language of business is problem solving so whatever 'speak' gets yo uthere is cool.
Great post!
Lynda Partner
· 7 months ago
I am not sure what you translated had anything to do with liking, but it did three things for me: - I actually stayed engaged with the message and read the entire thing (instead of hearing blah, blah, blah) - You answered the key question - what does this mean for me? - It made me feel like a person was talking to me, not a brochure and people buy from people Loved it, and wrote about something similar on my blog yesterday - http://ow.ly/6wg6
Danny
· 7 months ago
Hi there Lynda,
Thanks, glad you stuck around. :)
Where my translation was approaching from a "like factor" is that instead of just hearing the same old sales spiel, I tried to equate it to something people relate to.
Everyone's wondered about their gas being left on, or if they locked the door before leaving. Instead of saying, "We'll monitor the safeguarding of your property through intellectual utilization of your resources... blah blah blah", all I need to hear is, "We'll be like your invisible guardian angels."
Heading over to check out your blog now. :)
Tim Jahn
· 7 months ago
Such a simple concept but so very important. You can try and sell your product a zillion different ways, but the way that relates to the customer the best is the way that will win.
If you're not translating your message to relate, you're probably not being very effective.
All Comments
As I reflect back, most, if not all of the IT companies or IT personnel that I've hired throughout those years were recommended by people I knew and trusted. I didn't look for ads, I looked through my Rolodex (that's old school!) and called people for a recommendation.
You definitely gave me something to think about in this post... doing things the way you always have done them vs considering knew ways to communicate your message... Thanks
It's interesting that you mention word-of-mouth for your hires. Is it because IT is one of these industries that people can really make a name for themselves and it spreads wider?
You're right - CTA is key.
I like to be alert to both types of 'speak' because some people are very technical in nature and can have a great product but they are not real personable. Doesn't mean I won't use their solution though.
One of the worst things I do is over-communicate. I often feel like everyone has to know every detail of everything all the time. In this fast paced world the best thing anyone who sells can do is (IMO):
1. Clearly identify the need of the prospect. If there is any assuming going on there will be trouble and a bad fit could result. Build your sale on a foundation of stone not sand.
2. Determine if your product / service can actually meet their need.
3. Then connect the dots by showing them how numbers one and two either work or DON'T work. A good job of selling is sometimes recognizing a bad fit and moving on. Can be more of a relationship builder than anything.
4. Do it was a little fluff as possible. Time is of the essence so giving just what they need rather than what you THINK they need is best for all parties involved. Of course, make sure a genuine relationship is under way because that will determine how later communication happens.
The universal language of business is problem solving so whatever 'speak' gets yo uthere is cool.
Great post!
- I actually stayed engaged with the message and read the entire thing (instead of hearing blah, blah, blah)
- You answered the key question - what does this mean for me?
- It made me feel like a person was talking to me, not a brochure and people buy from people
Loved it, and wrote about something similar on my blog yesterday -
http://ow.ly/6wg6
Thanks, glad you stuck around. :)
Where my translation was approaching from a "like factor" is that instead of just hearing the same old sales spiel, I tried to equate it to something people relate to.
Everyone's wondered about their gas being left on, or if they locked the door before leaving. Instead of saying, "We'll monitor the safeguarding of your property through intellectual utilization of your resources... blah blah blah", all I need to hear is, "We'll be like your invisible guardian angels."
Heading over to check out your blog now. :)
If you're not translating your message to relate, you're probably not being very effective.