Ten Million-Dollar Truths About Customers That Will Help You Sell More

Speak The Customer’s Language to Blow Up Your Conversions

Of course, we love our customers and want them to be happy! But before they become customers, they are buyers. Always write for the buyer who doesn’t know, like, and trust you. Today, we will focus on learning to speak the buyer’s language, so you can sell more.

Understanding how to translate your product or service jargon into the customer’s level of understanding is crucial to closing more deals and winning repeat business.

If you are putting out content and sales offers yet aren’t getting the results you expect, the problem could be your language. The prospect listens politely with a blank stare, or even scrolls quickly away. You have lost them. This is especially true if you see you had a high open rate, impressions, or web visitors, yet very few took action.

If you want to grow your sales, learn to speak customer-ese.

A bit of fluency goes a long way to closing more deals.

Where should you use this?

On your landing pages, in your content, on your sales calls, in your social profiles, basically everywhere.

Follow these ten wisdoms, and you can’t go wrong:

1. Avoid the curse of knowledge

Information is not why people buy from you. They buy because you convinced them you can solve it for them. But if you overload buyers with too much or too advanced information, they will run. Save that for after they buy, if at all. A couple of ways to do this: Use storytelling to make it relatable. Use humor to entertain when applicable. Real customer stories work very well too.

2. Simple language wins

Save the geek speak for another day. You may think using big words will make you sound more credible but the customer doesn’t like it at all. Unless you are an academic speaking to other academics, in most situations, you want to use language a child can understand. Stick with common words that are easy to comprehend when you say them aloud and avoid abbreviations, acronyms, and slang. Keep your explanations short and to the point.

3. Upfront and centerfold

Don’t hide important information somewhere deep inside your website or profile sections. Put the important information up top and centerfold in your hero section where they can’t miss it. Use bright buttons. Give them clear CTAs. Make it impossible to miss.

4. Prevent decision paralysis

Give buyers too many options, and they will run. Give them unlimited time to decide, and they will procrastinate. The best offers must be laser-focused on selling one product at a time and use a countdown timer with a deadline to sell more.

5. Ask good questions

“Tell me more about what you are looking for” can be daunting to customers. Instead, set up simple questions to direct traffic towards the right offers. Examples: “Are you trying to build muscle or lose weight?” or “Are you a part-time entrepreneur or a full-time one?” then serve them up exactly a solution for that need.

6. Don’t expect customers to read everything

I know this may bruise your ego, but no one is going to read your eight-page sales letter or marketing PDF. Customers want checklists, cheat sheets, carousel posts, and Tweet threads today. All information needs to be bite-sized with much white space in between. Keep this in mind while creating content.

7. Customers need hand-holding

Let’s face it: most of them can barely open their emails, let alone log in to some platform and figure out where they need to access your course or book a call. Give your customer VIP service whenever you can. Record a Loom video walking them through what to do. Offer to book a call for them. Set up an onboarding meeting. Provide training videos for everything. Ensure you have a chat feature on your website so contacting your support team is easy. And more. The ultimate test is to ask yourself: Could my toddler figure this out? If the answer is maybe, you know you are doing it right.

8. Customers always believe they are right

They misunderstood? It’s your fault. They didn’t install the app like you asked them to? It's your fault again. Did they opt into the wrong service plan? You guessed it: your fault! Don’t ever expect customers to take responsibility for anything. As the saying goes, “The customer is always right.” The solution is never to tell them the truth. If you want to get their business, that is. Instead, you need to go overboard in clear communication, step-by-step guidelines, and sales team support to ensure they understand everything fully and clearly.

9. Customers love to complain

If you want to gain a loyal customer for life, let them vent about anything and everything they hate. Be their therapist while they trash their current providers and promise them with your company they will finally get the features, service, and VIP treatment they deserve. Use this to your brand’s advantage in your marketing. Parrot what they said, minus the brand names to create an instant connection with potential buyers. Finding the biggest frustrations and exploiting them to win new business is a strong marketing tactic.

10. Customers hate to wait

Get straight to the point in your marketing and sales materials whenever possible. Lengthy introductions or chit-chat sales are annoying. Keeping them on hold or making them watch or listen to some cheesy marketing propaganda is mostly dumb. The same thing with the terrible tactic of long webinars. Most consumers prefer to hear the offer straight away.

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