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Casual Articles - Skip the Marketing Jargon to Attract More Paying Clients
The FA0 record is the longest record in the NSF 3.01 specifications. We pick up our review of the FA0 fields with number 7.FA0 field 7, positions 56 - 57, is the place of service field. This is a 2 digit code that tells the carrier where the place of service was that the procedure or sale took place, such as home, hospital, facility, etc. Consult your handbook for a list of valid codes. a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Mak
So you have the interview and you think it went well.But what do you do next?Do you wait, like 90%+ of people... or do you write a letter/email to your interviewer thanking him or her?I would suggest sending/emailing the interviewer a note.This will accomplish the following:1. The interviewer will notice that you took some time to thank him or her for interviewing
I see this use of jargon all too often when visiting people’s websites and in networking groups. My impression is there’s a lack of confidence in there somewhere and people are trying to compensate by trying to sound overly professional or fancy. Well, the result is that not only are people’s eyes glazing over, they’re also probably losing lots of potential clients that way, and not to mention, lots of potential referrals.
Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.
So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an insult, but rather, as a way to have what you say be:
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Mak
Do you think of your business as a brand? Because it is one, whether you view it that way or
not. Even if it's just you, a solo-professional, working out of your home. Even if yours is
a small local business marketing to customers in your own hometown.It's still a brand.The question is, is it a strong brand?Does it stand for something?Does it have an image?D
Only people in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what you can do for THEM.
So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an insult, but rather, as a way to have what you say be:
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Mak
More women are leaving the corporate world to become entrepreneurs. For the past two decades, majority women-owned firms have continued to grow at around two times the rate of all firms. According to the Center for Women's Business Research, the number of majority women-owned businesses increased 42% between 1997 and 2006.One of the concerns faced by a woman business owner is finding the mon
- memorable
- easy to understand
- repeatable
That’s why I don’t talk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and Consistently.
Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, getting attention from his prospects long enough to turn them into paying clients.
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Mak
Mediation is an alternative to litigation when disputes arise. Mediation is also known as arbitration. Mediation does not offer any guaranteed or specific results. Mediation is only a means of coming to a decision about a running dispute, keeping the interests of all parties or people in dispute. Some advantages of using mediation as a way of resolving disputes are:Mediation is comparatively
Once I heard his marketing message, I understood EXACTLY what the problem was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.
Instead of talking on the prospect’s level, this client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his fingers because of it.
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Mak
I often hear leaders from all types of organizations ask questions about hiring the right person. Their questions usually sound like these:• What if their resume looks great but they have a bad attitude?• What if they put on a good act and then don’t work hard?• How can I tell how they will perform after I hire them?A great way to answer these questions starts with a we
Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services” to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this client. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)
Your Assignment:
Make sure you phrase your marketing message and claim in everyday terms, preferably results. Practice on a 6-year old child, if you can. Tell the child your marketing message and ask them to tell you what you do.
Believe me; kids are smarter than most adults are on this stuff, so if they can’t repeat it, your prospects and referral sources probably won’t know what you do either. It all comes down to K.I.S.S. (keep it simple, sweetheart!).
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