Who Are You Talking To?

The language of business is often misunderstood and misused. We can get caught up in our own orbit - and the language of our brands can reflect that. In order to effectively connect with our target audiences, we need to convince them we understand what their focus is and what their challenges are. Only from that standpoint are we able have their ear when it comes to offering solutions. We can get there by speaking their language.

I believe many businesses out there understand the needs of their prospective customers. The problem is, companies sometimes speak their own language, from their own perspective. As an example, a technology company’s messaging can get lost in the complexities and buzzwords of their technology - missing important concepts and values applicable to their target audience. Other industries can make similar mistakes; digital media companies can focus on the artistic and production side of things, de-emphasizing how their services might help the client resolve issues or better meet their goals. Even retail stores and food services can quickly get into the weeds by talking too much about their approach, philosophies, and agenda . . . without showing how those aspects might impact their customers.

It’s easy for people to tune out complicated jargon or concepts that are outside their daily experience or professional priorities. Sometimes, our best stories and brand identity never make it to the eyes and ears of our prospects simply because we’re speaking the wrong language. So let’s remember who we’re talking to . . . shifting our language towards the client/customer will make your message relevant, maybe even essential. If you want help crafting your business message so it has more impact, P/M is here to help.

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