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Watch Your Language The Marketing Partner Sponsor Finkelstein: Advertising & Copy Writing Get more ink, get more exposure for your company, products and services with Public Relations writing services by Finkelstein. Successful businesses vying for market share send consistent messages to their clients and prospects. The same should be true with your PR. Gain added credibility by being featured by your targeted media outlets. Supplement your advertising with PR that projects the same message, gets you quoted, and makes you an “expert” source for your field.
Finkelstein: When thinking ink, think Fink!
Watch Your Language You probably talk with plenty of people during the course of a workday or work week; co-workers, employees, suppliers, vendors and customers/prospects. Unfortunately, not everyone speaks the same language. In order to maximize your business communications and sales (and your audiences' comprehension), you need to remember who you are talking to and what they may be able to understand. Essentially, you need to avoid slipping into use of jargon while on the job - especially when talking with your customers. Only a select few will understand what you're talking about. The rest will take their money elsewhere. Jargon can kill a sale, drive customers away, or at the very least, leave customers baffled and confused. A few typical cases in point. Take for instance my local phone company. I recently called their customer service representative to have a charge on my bill explained. Instead of a quick, easy explanation, I was bombarded with acronyms that made absolutely no sense to me. Instead of having my concerns answered, I had to ask more questions and stay on the phone much longer than I had planned. What I thought would be a simple inquiry turned into a minor stage production (I'm exaggerating, but not by much). Needless to say, I was not a happy camper. Another recent conversation I had involved a medical professional who must have thought I had a medical background plus two years of residency at my county hospital. I don't. We had to go over my questions more than several times before I was able to understand the answers. Even now, I'm not sure I completely understand. You don't want to leave your customers or prospects in that kind of quandary or confusion. Communicate with them in clear, simple terms. Reinforce your explanation with simple 'yes' or 'no' questions to be sure they understand what you are saying. Your customers will be grateful, more trusting and more apt to do business with you in the future. So, the next time you talk to a customer, don't talk to them about ROIs, B2Bs, demographics or VARs. Talk to them about how your products or services can help them. They'll appreciate it, and you'll be more likely to close a sale.
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