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Marketing Jargon - Why Confuse When Plain English Will Do?

July2015 Blog Graphic

Let’s think outside the box and take a blue-sky look at the horizontal market to capitalize on the low hanging fruit. I’ll reach out shortly and we can share an organic, authentic conversation addressing any below-the-line marketing tactics, without getting down in the weeds.

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Let’s talk about some creative options to directly reach your customers using focused advertising without getting too heavily into the details.

Over my 30 year career, I have heard just about every marketing buzz term there is. Honestly, I find it quite comical.

Why, as communication specialists would we choose to use terms that baffle and befuddle our clients? Surely it’s not for their benefit! Does it make us look smarter? I think not!

I don’t know about you, but I prefer English. If I’m about to learn about a new business, service or product, I want to know the facts and I don’t want to feel stupid asking questions.

The gift of a good service professional is to listen and learn all you can about the issues your clients face so you can offer the best advice. But the true gift really comes in being able to convey that advice in a manner that makes your client say ‘Ahhh, I understand!'

Recently, I had an experience that really put this into perspective. I had to interview four financial firms. I thought to myself, this will be an interesting test for a couple of reasons. I was entering an area I knew very little about and I realized it was no different than when I meet a new customer and am asked to participate in a Request for Proposal. This would give me insight from the opposite side of the table.

I gave each of them all the same information, I explained everything I was looking for and needed, and I let them know I was new to this area of the business. The first was very gracious and even though they covered a lot of information, they explained it well, and I felt comfortable. The next was very similar, but paled a bit to the first. The third and fourth slipped into industry jargon way more than they should have. I lost my focus and stopped listening. It was like being in a Charlie Brown class room. Wah-wah…waaa…waaa…

After countless hours of meetings and four thick proposals later, I went with the group that listened, wanted to learn about my situation, were able to explain how they were different, and how they could help. They were respectful and educated me without confusing the situation with industry jargon. In the end, I went with my instinct. It’s wasn't just what they knew, it was how they treated me that made all the difference. They won my business and I look forward to the partnership.

It confirmed my belief about how I have always worked with my clients over the years and I will continue to do so for the next 30!

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