It’s really easy to slip in to using technical terms when talking about what you do. That’s because you’re an expert and those words and acronyms act as important time savers and shortcuts when discussing concepts that you know really well.
But your clients probably don’t know those terms. And while it might be impressive, it’s also quite intimidating.
And we all hate jargon, right?
But if you know your audience and you know where to find them, you can pick out the terms that they actually use. I literally do this – I grab a post and highlight interesting words and phrases that people have used. And then I use them myself in my posts.
That way I’m avoiding falling into jargon and I’m choosing language that I know my audience uses to describe their problems.
But, once again, it all stems from knowing your audience and doing the research.
Everyone has a type of client that they work best with. Sometimes we’re afraid to talk to them because we’re worried about scaring other people off.
But the world is a noisy place. To get noticed you need to focus.
If you were in a crowded car park and someone was yelling “hey” you might look round then move on. If they shouted “you in the green jacket” you might pay a bit more attention. But if they shout “Baz!” you’re going to think they’re talking to you (assuming you’re called Baz).
So don’t try to target “small business owners”. The US Small Business Association has companies up to $25m/year. In the U.K. a company with 249 employees is a small business.
That manufacturing firm with a factory and 150 employees is a very different place to the woman who works from her kitchen table who is very different to that family business with 45 subcontractors around the country.
All “small businesses”, very different problems.
If you want your potential clients to notice you, you need to be more specific. Understand who they are and what problem they have. Talk about them and they will feel like you’re yelling their name across that car park.