Loading In your marketing and sales you need to realize that every person you talk to has different language that they need to hear to buy your product or service.
Different words have different meanings attached to them, and often times even the same words we use mean different things to different people.
Why do I bring this up? Because you need to consistently study the language that can make the biggest impact in your marketing and sales to your target market. For example, when selling to CFO’s of a company the language needs to be different than a CIO. One has a certain set of beliefs, experiences, and ideas regarding how to approach the goals of the company. The CIO will have a different set of beliefs, experiences, and ideas regarding how to approach the goals of the company.
If you do not tailor your message to each specific individual, then you will not have as good of response as you could possibly have.
So how do you determine the appropriate language of your target market?
You study to see what they are reading, watching, and listening to and how other people are selling to them. You figure out what words and what type of language they are using. What you want to do is study the process, and take apart the process like you would a puzzle. Once you take it apart and understand it, then you can adopt it for yourself.
It will take some work, but the good thing is hardly anyone out there will perform this work. They just want things to be easy, but if you take the time to study how other people are selling and marketing to your target market you can be miles ahead of your competition. And of course you also should study your competition, too, to see how they are marketing to your target market.
Oh, and just because they are marketing to your target market doesn’t necessarily mean they are successfully marketing to your target market. Sometimes big companies pour a lot of money down the drain just “to advertise” and very rarely quantify the leads they get. You need to justify every penny you spend on marketing — if you want to get the highest return on investment that you can.
So, don’t assume that if you see a “big company” spending money that they know what they are doing. If the current recession teaches us anything is that this market correction will weed out the inefficient, sloppy, and dumb businesses.
-Matt
