So this month we are talking about how to connect with your ideal client. Of course, part of connecting is communicating. One of the biggest issues I see, over and over again, is a company not speaking in a way that their ideal clients can understand and relate to easily.

It is vital that you avoid industry jargon, short-hand, and acronyms in anything that is going to be seen, heard, or read by your ideal clients.

I know there are brands that you can think of that have a language all their own, I am looking at you Starbucks. Walk into any Starbucks and you will hear customers ordering a “Tall Pike,” “Venti Half-Caf Mocha Latte,” “Grande Iced Caramel Macchiato,” and on and on it goes.

But sorry to say, you are NOT Starbucks.

Starbucks is a big brand that has had over thirty years and a huge budget to train the marketplace on the use of a whole new language.

While you might think it’s a sexy proposition to create your own language, there is one MAJOR thing to keep in mind:

Are You Speaking Your Client's Language

If a potential client has no idea what you're talking about, they may not ask for clarification. Instead, they may just walk away.

When a client doesn’t understand (EASILY), they don’t buy. Period.

Avoid the industry jargon and terms that you find yourself explaining over and over again.

While your mom (and other family) may let you take the time to explain complicated terms or intricate industry jargon, most of the time you will lose a potential client if you talk over their heads, or simply use terms they are not familiar with hearing.

Let me illustrate this for you...

If you are a project manager whose ideal client is a small business owner, you should not refer to things like a Gantt Chart. Instead, say what the Gantt Chart is without using the actual word.

Instead of saying:

“I will provide and use a Gantt Chart for tracking.”


“I will create a visual view of all the project’s tasks, scheduled over time, so it will be easy to follow and see where we are on the project.”

Speak to THEIR needs.

Many business owners (and salespeople) make the mistake of offering what THEY think their clients should want or need, rather than what their clients actually believe they want or need.

Are You Speaking Your Client's Language

Listen to what your potential client is telling you. Hear the problem, then offer the solution.

You want to be sure to listen to what their biggest pain is and find solutions to relieve it.

Yes, you can attempt to convince people that what they REALLY need is X or Y, but in approaching it that way, you will usually find yourself trying to convince them, instead, of positioning your services as the ultimate, comprehensive solution.

You want to showcase your services as the solution to their needs. Offering a specific service that your clients are already seeking will, more often than not, result in a sale.

If you start really honing in on speaking, writing, and communicating in a way that your ideal clients understand - and that brings them value - you will see massive increases in your revenue.

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Kristi Brown

Creativity Consultant, Sales & Marketing Strategist
/krēāˈtivədē/ /kuh n-suhl-tnt/
Noun: An energetic native Floridian with a passion for smart, authentic, imaginative, effective marketing strategies and original ideas.
Synonyms: Netflix Junkie, Cockapoo mom, crazy aunt, world traveler, foodie.
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