I saw a presentation yesterday that reminded me of a key marketing point that too many people forget about. The presentation was very good, but the handouts used what I call “industry speak” or tech speak. You have it when you have to ask what a term means. If the person is nice, he or she will explain what the word or term means and not talk at you like a 3-year-old. The bad ones will act like – “what, you don’t know what I’m talking about?” You know the types.
How many time do you use words, terms, abbreviations or acronyms that are known to your industry, but not your customers? Have you checked all your marketing materials? Get rid of the industry speak now or explain it during your first use of it.
It’s OK and acceptable to use your customers’ language since it helps to connect to them and make them feel comfortable.
If you have multiple customer bases, develop materials for each one of them speaking in their language not yours.
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