Are You Speaking Your Customer's Language?

Are you like me?  When you work with a client and they tell you they're bringing in a "brand manager" does your stomach start to tense - do your eyes roll up into your head - do you want to mumble something about your cat having a contagious skin rash (when you do not even own a cat) pick up your laptop and run out of the room never to return?

Why this extreme reaction?   Because, and I can only speak from my own experience, brand mangers come in and spout fancy new terms they want to plaster all over the website and marketing material.   

"We want to be known as the human capital management solutions resource"   

"When you think integrated component technology applications - think Brand XYZ."

"We're going to name the new suite of services Technology Synergy products."   

(quick disclaimer - not all brand mangers do this - some of my best friends are brand managers and they're wonderful smart people)

Here's the problem. 

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".   

From a search engine standpoint, of course you want to include the words or phrases customers use to describe their needs, problems, or solutions they are seeking.  But these visitors will also respond when you use their vocabulary on your website.

I did an online copywriting job for a client who was previously using a lot of technospeak phrases.   I re-wrote the copy using more simple language, using the language of their customers.  The result?   Conversion went from a trickle of leads a month to a flood.   It's the first time I've ever had a client respond to the results of a project by saying  they were "doing cartwheels".   Now, keep in mind, there were also changes made in design and linking that also helped tremendously.   But the copy did make a big difference. 

What are you doing to find your best keywords?  Are you speaking your customer's language?  It affects everything you do from the copy on your website, to the design of your product.  Be sure to check out Andrea Learned's post about a fabulous article I also read in the November issue of Fast Company.  It's a must for anyone who's serious about connecting with their customers using their customer's language.

Comments

[Mary Schmidt]

I can relate (and I have cats...never thought of that one!)

I begin to twitch when people start out by saying they need to "do some marketing" or "get branded." Often, what they're talking about is coming up with slick brochures full of words like solutions...or a web site crammed full of flash (and very little substance.) This when, in reality what they really need is a: An overall business strategy; b. Definition and differentation - why should anybody care? Then, and only then should they get to tactics such as web sites.

Some other day we can talk about the "art and science of URLs" and the client CEO who insists on rewriting copy to include all the meaningless marketing hoo-ha and/or techspeak.

[juliet Austin]

I find that they best way to get my clients to discover and use the language of their clients is to get them to pay attntion to what their clients say to them when they first contact them. It sometimes takes a while for them to pull the language from their memory, but once they do and start seeing the patterns that emerge, they usually start to understand why using their client's language is important.

[juliet Austin]

I find that they best way to get my clients to discover and use the language of their clients is to get them to pay attntion to what their clients say to them when they first contact them. It sometimes takes a while for them to pull the language from their memory, but once they do and start seeing the patterns that emerge, they usually start to understand why using their client's language is important.

[michael jones]

I completely agree with that post. I think that search optimization is something really imporatant and we have to upgrade it.

[SEO Philippines]

Great post that I intend to implement. I'm one of those that has trouble seeing the full potential of this awesome post.

-mj-

[SEO Melbourne]

I can relate to this too. Sometimes you have to try bring the brand manager down to a level the client can also understand. No use sprouting out jargon that no one gets....

[Salvador]

I do not know whether it's just me or if everybody else experiencing problems with your blog. It looks like some of the written text within your posts are running off the screen. Can someone else please provide feedback and let me know if this is happening to them too? This might be a problem with my browser because I've had this happen before.
Many thanks

[Jamie Viggiano]

An effective method to apply in marketing is thinking like a customer. Yes, brand managers think differently when it comes to selling their brand. But looking through a customer's point of view can greatly help. As for selecting keywords, speaking your customers' language works well, indeed. Back your keywords with concrete market research, and everything can flow smoothly.