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It's Words That Sell
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Does anybody know what a "glabella" is?
The most convincing piece of writing addresses the particularities of a certain audience. You have to speak their language, translate your services in simple words that spell out the answer to "What’s in it for me?" Now, if you wanted to talk to, let’s say, a five year old, would you choose to use words like "transparency", or "paraphernalia", or "dysfunction"? Not if you wanted to be understood. Or would you talk to your friends in your professional jargon? They’d think you a smart Alec, and they wouldn’t understand what you are talking about. My point here is that you have to choose your language according to your audience. People shouldn't have to learn Latin or scientific notation in order to understand your marketing materials. So back to my flyer: I was quickly reading through it, barely paying attention, when this word catches my eye: "glabella". I looked up, asked my friend "Do you know what a ‘glabella’ is?" Turns out he didn’t. Nor did a bunch of other people that I asked, men OR women. The ad was for a salon that advertised discounts on waxing legs, underarms and … glabellas. We had to go to a dictionary to see what that was (Latin for the part between your eyebrows), but the point is, did they convince me to take a trip to their establishment? Not really. I might have needed their services (you should see MY glabella! I rival Godzilla :) ), but they didn’t speak to me in my language, so I couldn’t understand it. The most convincing piece of writing addresses the particularities of a certain audience. You can not talk to old people in medical jargon, even if they are on the market for medicine and other related products. You can not talk to accident victims in lawyers’ jargon, even though they might be clients for potential suits. You have to speak their language, translate your services in simple words that spell out the answer to "What’s in it for me?" and "What is it that you are telling me?". THAT is effective communication. So get to know your audience and talk to them in ways that they can understand. Not just understand, but also like. Be one of them, prove that you know them enough. If you do, they will trust you with their business. And that, in the end, is the purpose of all marketing communication. About the Author Cristina has recently launched her own Internet and traditional marketing and copywriting firm. You can see her website at www.4businesswriting.com. Written by: Cristina Lucas
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