This isn’t a critique of the actual item or service you offer, but rather how you present it. If you’re not speaking in your audience’s language and addressing a need they’ve identified, you’re facing an uphill marketing battle. Here’s why:
Years ago, I worked with a client who used a term I’d never heard before. She wasn’t marketing to NASA or some niche filled with jargon. Her target audience was a common one, albeit younger than me. She insisted she was a leader in using this term, pioneering its usage. I had to ask her what it meant.
She explained it simply, and I followed up with a straightforward question: “Is that what your audience calls it?”
“Not yet,” she replied.… Read the rest
