Customer sales increase when you speak customer language.
No longer can you rely on sales copy to logically explains what your product or service is or the great benefits you provide. Chances are your competition is out there already with similar offers. That means all of you are competing for the same pool of potential customers.
Most marketers quickly understand this and turn to the art of copywriting to improve customer connections.
Sales marketing for the most part follows a predictable template pattern of –
- simple language
- focus on the problem or the pain
- offer a solution with an emphasis on benefits
- support with testimonials
- include a guarantee refund
- throw in some great irresistible bonuses
What we forget
Customers are experienced at reading hundreds of sales offers.
Most scan and only stop to read when something catches their attention.
They will stop and consider your offer more seriously when you capture their attention.
What is Customer Language?
Marketers usually write from the perspective of what they believe the problem is and how their product or service solves that problem.
Customers, however, have their own language when it comes to describing their problems or issues.
The brain automatically recognizes words and phrases that are part of or similar to the descriptive vocabulary that frames a problem or issue.
When you use the words and phrases customers commonly use, you capture the attention of your customer’s brain.
The customer and his/her brain is now more receptive to the rest of your messsage.
Where to find customer language?
- Keyword search will tell what words or phrases are trending in the search engines. But, that’s not enough.
- Develop a list of common words and phrases that you would most likely use for your topic. (nouns, verbs, adjectives, adverbs)
- Search using your topic and/or keywords and note what descriptive words/phrases are part of titles.
- Read through as many articles and you can and notice any new words or phrases.
- Read the comments and forums related to your topic. (customer language goldmine)
- Get feedback from: current customers, surveys, interviews and social media comments. Memberships, MeetUps and mastermind groups are also another great source.
Recently, I’ve been working on a new product offering. While, I’m knowledgeable about the topic with years of experience in the area, my first sales copy read like a list of learning objectives.
You will learn … etc.
I had to backtrack and learn the language of my customers. My best secret is that it takes more time and effort to go through comments. But it’s worth it.
I found which were the hot topic problem areas (one of which I had not considered). I found words that reappeared (some expected, some not). What I did not find was a word I was planning to use. That led me to changing it to a customer word that was somewhat similar.
Here’s what I did
I created a separate list of customer language based on:
- the common words and phrases they use
- their complaints, frustrations and disappoints
- what they say isn’t working for them
- what emotions come up for them
When I go back and compare my original list to my customer language list, I now have a far richer resource to draw from.
As I write, I’m in my customer’s head. I better understand their needs and can tailor my product and copy to capture their attention in a language they recognize.
As entrepreneurs, we work very hard to provide good products and service. But, we can also connect with customers in a way that resonates on a deeper level.by using their language.
What customer language do your speak?
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Terrific article and advice! I have my list of keywords and phrases but as I was reading your article realized I was missing that important connection with my customers talking points. Thanks for this!
Happy to hear Marquita that you will be adding to your lists of keywords and phrases what customers are using. It’s those little things that can make a big difference.
Joyce, This is so encouraging. There is a method to figure out what my clients are saying. As I was reading your article and great place to go read comments became so obvious to me. Can’t figure out why I hadn’t never thought of it before. Thanks so much.
I know Karen, we are so focused on the authority recommendations that sometimes we don’t see the obvious.
Thank you. This post hit home and I have just created my own spreadsheet to start gathering customer language.
Spreadsheets are a great idea, Brooke. You can create all sorts of categories and some visual comparisons side-by-side.
Love the focus on customer language, Joyce. Google gives us the opportunity to frame our marketing materials based on the problems / issues our customers are looking to solve. When we speak their language in print, they feel like we get them, understand their challenges, and know how to help them. This, of course, is key in moving along the Know, Like, Trust highway.
You’re absolute right Deb. By connecting to them with this simple concept of using their language, we can build trust and rapport more quickly.
Really enjoyed this post, Joyce! I love that you are seeing what the other (meaning your prospective clients) are concerned about and then talking their language. Although I’m not writing this kind of copy, I also always strive to include people in the conversation when they are reading something I write. Your approach shows a great deal of care, respect and concern for people and in my experience, the online world might have lost this basic human to human way of communicating. It sounds like you learned a lot as well just by going through this exercise and that when you do offer what you are creating, people will respond because you listened to them first.
You picked up on a key point Beverley. We have so many ways to communicate now, but we’re losing the human connection. When you’re with someone face-to-face, you get feedback in facial expression, vocal tone and manner, as well as, body language. Here, we have to rely on the printed language alone.
Knowing how to speak to your customer is critical to engaging them and establishing a continued relationship. I think about this when developing new ideas. Everyone feels more understood when they believe the person reaching out to them really gets them, truly wants to help fix their problems and launch them to success. It shows you care and they can trust your product or service. They’ll get a lot of offers, so it’s important to speak to them in their terminology and show them why you’re the front-runner to partner with. Great read, Joyce.
Your point of establishing a continued relationship is another good point for taking the time to understand how your customer wants to be understood. Once they purchase, it doesn’t mean that we can revert back to our own personal writing style. Rather, it means we need to continue to write for them. That’s when they want to become loyal customers.
As I was reading I was thinking… keywords and that was your first point. I wrote a blog on keywords and how it’s not always what WE think are our top keywords… we may call it soda, they may call it pop.. the catch is to use them both… or at least whatever your target uses. Great job!
That’s a great observation about the value of different keywords. All the more reason for paying attention to the wording customers use.
Our product is traditionally one women like to try on so our customer language MUST be top notch. We are jewelry designers who took to sell online. All the other things we had to learn like photography & copy writing – the 2 main keys to selling for us. We have a wonderful teacher/coach & learning never stops. Good topic.
Thanks for pointing out a critical part of your business Roslyn. Yes, language is everything because your customers purchase first before they physically experience their selection. I always admire your site because you create such a beautiful setting for your jewelry with a timely story theme.
I know this is important. And really appreciate how you break it all down and give some tips to use in the writing of offers that we want our ideal client to know it is for them!!
Writing for ideal clients gets easier when we’re on the same page. I know that what we offer them is the best that we can create. But, I find that I learn so much more from them.
Customer language Joyce, I like your label. When writing posts, like you, I try to THINK like the customer I am writing advice for. In this way, it makes writing posts much easier. It’s like talking to the customer live.
Right, you are Trish. It’s like having their voice temporarily in your head. I’ve notice that I write more and write more freely when that happens.
What great info, Joyce! It really helps when you framed it thus: “The brain automatically recognizes words and phrases that are part of or similar to the descriptive vocabulary that frames a problem or issue.” That really got my attention!
Thanks for the exercises too!
We do so many things that make sense to us, but we forget there’s a whole hidden network running things under conscious awareness. The new marketing focus will now be what’s called “neuromarketing.” Will be writing more about that shortly.
Good advice, Joyce. Customers don’t want to read a list of features. They want to know what the outcomes will be for them. Benefits that resonate with them. It’s not about us; we’re not the buyers. It’s about them and using their language is an excellent strategy.
Yes, that’s the key point we have to remember. It’s not about us; it’s all about the customer. If we can use their language, they become more receptive to taking the time to read through what we have to offer. Which, in turn, means the benefits can become more meaningful to them.
Great post, Joyce! I This resonates with me. I like that you mentioned, “Develop a list of common words and phrases that you would most likely use for your topic. (nouns, verbs, adjectives, adverbs)” This is so important, not only for the business owner to know but also to use when they are writing on their business’ big picture, social media marketing and website content. Thanks for sharing.
That’s true Sabrina. Having awareness of your keywords and the language of your customer is not limited to sales copy. It can be used successfully anywhere where you want to get your message out. Many people focus on copywriting style and forget the customer language part. Glad you enjoyed the post.