Word Choice Matters...

What may not seem like a big deal in your overall marketing (like word choice) could actually be a key to your success (or holding you back!), and what you think might matter could mean nothing to your ideal client.?

?

For example….

• A company that deals with emergency health crisis' calls it's sales people client service consultants. This softer term better reflects the needs and experience from the client's perspective. However, when advertising for this position to potential employees, it's called a sales consultant, because that term better describes the role they are tasked with.
• A plumbing company is looking for more “small” renovation projects. But what they determine to be “small” (bathroom, kitchen or basement renovations, as opposed to an entire home) was not small to clients searching for their services.
• A marketing company uses industry jargon to appear smart and informed - but ends up confusing their audience and leaving them feeling more defeated. A switch to using plain terms and concepts explained with analogies and metaphors empowers the audience and had them connecting with their content.

?

What words are resonating with your ideal client and which ones feel on brand and in alignment with your overall message?

?

Look at your language through the eyes of who you want to attract. How would they read this and how would they respond to it?