I saw this quote on a webinar from the Content Marketing Institute that immediately struck me as something I knew that I would have to save, share and often recall its wisdom when writing a post. It’s simplicity and wisdom are worth repeating:
Speak to the dog in the language of the dog, about what is in the heart of the dog!
How simple is that to remember when reaching out to clients and people in our blogs and posts? Too simple it seems. Every morning I read newsfeeds, twitter feeds, pulse pages and articles and I am always surprised at the number of would-be articles that are filled with tech talk and self-promotion. I feel dupped when I am drawn to a wonderful article that is eloquently titled to solve my problem and then am put to sleep with a bunch of “blah, blah, blah” phrases filled with technical language and statistics. Uh, that is why I am searching for you…I do not understand your business!!
And don’t get me started on the sheer quantity of posts that are so self-promoting. Take out an ad, please! So jot this wonderful quote down and pin it next to your computer for it contains two wonderful pieces of wisdom:
#1 When you are talking to me (or any potential client) we do not have a dictionary of terms about your SEO, Tech-talk, or special product lingo….we have a need and you are there to help us resolve it. We are searching for information to help us because we are not in your industry and have no clue what is required to make our problem go away. That means that when you want to help us solve a problem with your product and service we want you to learn our language. Get down off of your knowledge-filled podium and remember that your customers are looking for answers to problems. Speak to the dog in the language of the dog!
#2 We are assuming that you are fabulous, that is why we are reading your article or blog in the first place, but do not tease us with your catchy title and then give us all your self-promoting, greater-than-thou phrases about all your fabulous clients and how you solved this and that problem. We want you to get down in the trenches and remember that we feel special, rather we want you to make us feel special, by speaking to us with relevant information that gives us confidence in your services. Who wants to be sold in an article that should be giving us insights into problems? Take a moment (or two) and figure our what is important to us, and then offer some insights–uh yeah, for free–so that we can take those few tidbits of knowledge and start to trust you with our business. Speaking to what is in the heart of the dog is akin to being our friend and ally–and that is who we want to do business with, not a circus promoter!
It is as simple as that. We, the customers of the internet world, are searching for information that speaks to us, informs us, guides us, and ultimately, helps us to choose the right person to solve our problems.
So take a moment and re-read your latest post and put on our glasses. Forget all the certifications you have, and keep in mind that we have no clue what your technical background is–and talk to us as if you spoke our language.
Image source: CMI
Maria Bereket is a Social Media Stress Reliever! She is a Trainer, Designer & Small Business Strategist who helps busy professionals, business owners, and educators feel stress-free when setting up their social media profiles and marketing programs. Design Bear Marketing is her Social Media & Design Company. @mbear88 http://www.DesignBearMarketing.com