When explaining what you do — on your website or in an email — you need to use language that resonates with your ideal customer. Terms that make it easy for them to understand what you’re saying.
Sounds obvious, I know, but it can be harder than it seems.
The main problem is: you know too much!
You might think, “Yes, but my ideal customer is an educated person. They’re a Senior Executive. They can understand complex sentence constructions.”
And while that might be true, it doesn’t mean they want to.
They might want to save that mental energy for their own clients. They might not want to use it to figure out if they want to become one of yours.
Salesforce Architect and Advisor (and friend of the list) Alexander Lapa has a way that works.
Ask yourself: How would I explain what I do to a 6-year-old?
And then write that on your site or in your email.
If you want to practice, reply to this email with your answer!
I write the words you see on the internet,
James
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