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DO YOU SPEAK GREEK?
Are you guilty of speaking
"Greek" in your printed materials and on your
Web site? If you use a lot of industry or high-tech jargon,
then—as far as your audience is concerned—you
might as well be talking in tongues. If prospects can't
quickly grasp what it is you do and how you can help them,
they'll move on to someone who speaks their language (i.e.
one of your competitors).
Along with using plain, easy-to-understand English, don't
ever stop educating your clients and prospects on your field,
products and services. Here are a few ways to keep them
in the loop:
KISS
Keep It Simple, Silly. Don't
make your audience work to get the information they need.
Unless your prospects are other professionals in your field,
avoid using industry jargon and high-tech language. "Translate"
your marketing materials into plain English.
PROVIDE FAQs
FAQs, or Frequently Asked Questions, provide a quick snapshot
of what you do in an easy-to-read format. Post FAQs on your
Web site, or print them up for distribution in your office
or in a targeted mailing. Solicit questions from those outside
your industry and use them as a springboard for writing
relevant content.
ADVERTORIAL-ize
An advertorial (a combination of "advertisement"
and "editorial") is a form of paid advertising
that's written and designed as an article. Leaf through
just about any magazine, and you'll spot advertorials in
abundance (most are slugged "Advertisement" or
"Special Advertising Section"). They're an effective
way to address topics relevant to your industry and to position
yourself as an expert.
SPEAK OUT
Public speaking isn't everyone's forte, but it's one of
the best ways to get invaluable exposure and gain respect
and recognition from the public. Hop on the circuit by reaching
out to speakers' bureaus, chambers of commerce, professional/networking
organizations and non-profit groups.
TEACH THEM
Host seminars and workshops related to your field, or teach
a class at a local library or college. Teaching people about
your business and/or industry shows them why they need you
and boosts your credibility factor.
Let us know what you
think of this issue's article. Write us today at TheTurtles@FlyingTurtleMarketing.com.
Learn how to SPEAK CLIENT
Contact
the Turtles TODAY for marketing tools that
speak to your audience!
Or, visit our Web
site to learn more
about us and our services.
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