Your (Lack of ) Communication Is Costing You Money

Many business owners and marketing professionals make the mistake of using industry jargon to make themselves sound smarter and more professional. This may work to impress industry colleagues or your friends and family, but it’s alienating your customer.

Your (Lack of ) Communication Is Costing You Money

The Party Scenario

Have you ever gone to a cocktail party and walked into a conversation that was entirely over your head? You listen to nonsensical made-up words and acronyms for 7 minutes before realizing what product or service these people are discussing.

Compare that to walking up to a conversation where the people are speaking clearly. You’re able to understand their pitch, connect with them, and decide to make a purchase on the spot.

The obvious difference is that the second conversation spoke to you, their target customer, and not the industry.

Your Target Customer May Not Speak Jargon

Many business owners and marketing professionals make the mistake of using industry jargon to make themselves sound smarter and more professional. This may work to impress industry colleagues or your friends and family, but it’s alienating your customer.

As a marketing professional, I could ramble on about PPC, CPC, KPI, DTC, SMM, and a host of other acronyms but those letters mean nothing to a client who wants to sell their product.

Keep It Simple Stupid

Sometimes the best way to get your point across is to use common words and phrases. When someone asks a simple question, provide them with a simple solution.

Are you gregarious, or are you sociable?

Are you avid, or are you really interested?

Do you provide elite communication services via various social networks utilizing obtained data to persuade target audiences to enter the TOF leading to conversion?

Or do you provide social media management and advertising services?

The Communication Dance

If you take one thing away from this letter, I hope it’s that you realize that marketing is a dance. We weave words and visuals together to influence, promote, and inform.

We must speak plainly to get attention, use large words and acronyms to assert knowledge, and then bring things back down to communicate accurate results and suggestions.

Too many professionals get stuck in the middle. Come back down, off the high horse. Mingle with the commoners and you may just influence them to purchase your product or service.

Stop Leaving Money On The Table

Speaking industry jargon 100% of the time may make you appear to be the smartest in the room, but it is also your doom.

By not communicating to your target customer effectively you are literally leaving money on the table.

For some high-end brands, this may be a strategy, but for most businesses, this is a pitfall, and it needs to be addressed.

I’m completely open to discussing this further with those in the marketing field and beyond. Feel free to reply to this email with your thoughts or stories.