Marketing Bullseye 11: Write in Customers’ Language

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The bulls eye concept because it not only helps describe
middle-brain marketing of blending creativity with measurement, but it also
conceptualizes the idea of choosing the most effective way to do things.

So what’s the bulls eye in copywriting?

Many marketers look at their competitors’ web sites and
copy. In the end, every site looks like the other and clever white-paper-speak
terms emerge. Terms that are not the language of the customer I don’t think
that’s what copywriting means!.

Hit the bulls eye by writing in the language of
the customer. To use the same terms, phrases, and straight-forward speak that a
customer might use when asking someone else about your solution
(and of course,
they probably didn’t use the word ‘solution’)!

Holly Buchanan of FutureNow describes it this way:

These aren’t the words your customers are using to describe
what they need, what their problems are or what they’re looking for.
They’re not looking for "human capital management solutions" –
they’re looking for a staffing company.   They’re not typing
"human capital management solutions" into search engines.
They’re typing "staffing company" or "staffing
services".   

Andrea Learned describes how Intuit hired an editor from
People Magazine to reinvent their terms for QuickBooks. Accounts receivable
became ‘Money In’ and accounts payable, ‘Money Out.’"

Her advice:

Follow your customers home.  What is in their
magazine rack? What words do they use when they email or IM friends, and so
on?  This sort of anthropological look should give you some in-depth
insight as to how you can make your marketing language more relevant for
customers.

Read what they read.  Hang out where they
hang out.  Visit the web sites they frequent.  Above all, if you can
– identify a writer who speaks your market’s language and pay them whatever
they want to freelance for you.  It will be worth it.  Just look at
Simple Start.

You want copy to be alive, active, vibrant, succinct, and contain
powerful verbs. You also want to write with simple words (see recent grokdotcom
article on Can Your Customers Read What You Write
?).
And in all of this, to hit the bulls eye in your copy, use the language of your
customer.

2 Responses

  1. Funny, I actually wrote on this subject in my blog few months ago and thought these guys stole some content. It appears they wrote it way back. I am glad I at least names the post differently …. “50 keywords equals 50 landing pages”
    You might want to link that (hope you don’t mind me writing HTTP here. http://www.bizmord.com/Blog/archives/64

  2. buy ambien says:

    I can’t open your link

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