Danny Brown - Latest Comments in Translation Marketing

Re: Translation Marketing

Tim Jahn — Sat, 16 May 2009 11:29:49 -0000

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.

Re: Translation Marketing

Lynda Partner — Tue, 12 May 2009 17:29:05 -0000

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

Re: Translation Marketing

FRWFNC — Tue, 12 May 2009 13:00:47 -0000

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!

Re: Translation Marketing

Stuart Foster — Tue, 12 May 2009 10:08:44 -0000

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.

Re: Translation Marketing

Mark Harai — Tue, 12 May 2009 08:56:01 -0000

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

Re: Translation Marketing

Richard Allan Marti Jr — Tue, 12 May 2009 04:41:23 -0000

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.