Are You Speaking Your Customer’s Language?
Gain Customer Trust
How you speak with your customers is your conversation opening to gain their trust. Create a direct connection by using their language to address a specific need.
With search results coming up with knowledge graph answers how you address customers is even more important. Knowledge graph results present information without the customer clicking through to your page. And that’s on a device like a computer or mobile that shows results. With the advent and growing use of voice search devices that present one answer, getting to the point clearly and using customer language is even more important.
Four years ago, I wrote How To Speak to Your Prospect. In the article, I addressed these concepts for when a customer lands on your page. The same strategy is essential in today’s search environment.
Old words made new:
Talk to The Pain
When visitors read your content they want to know how you will solve their immediate problems. How smart you are is not what they want.
You may know a great deal about SEO, life coaching, data management, digital marketing, or beaded baskets. Unless you show your prospect what they will get from you that will resolve a fear or problem, you are talking at them not talking to them.
Show Don't Tell
One of the best ways to show a future client that you understand his predicament is to tell a story about another client who resolved the issue with your help. If you don't have clients yet, tell your story.
Give an example of overcoming a problem.
Seth is struggling with bounce rate on his site until we redesigned his page and helped him write the introductory content for his landing page.
Kathy has lots of followers but no sales. We taught her the three key questions to ask her prospects and how to develop a conversation. List the three questions.
Keith wants to give his girlfriend a beautiful and unique gift. A really one-of-a-kind item. Describe the labor, intensity, and unique material that go into your beaded basket.
Joanne thinks she needs SEO for her self-hosted website but doesn't know what that really means. You have an evergreen article that explains, What is SEO and Why You Need It.
As you create content, speak simply. Address the needs of your future customer. Now is not the time to dazzle them with your insider knowledge.
For example, acronyms widely used in your industry may be unknown to your prospect. If you fill your content with what seems like a secret code, your prospect will not understand and is likely to leave, never to return.
Answer your prospect's burning questions. Tell her how you will save her time. Tell him how life will be simpler and more streamlined. Show her how your help will eliminate needless worry.
Search Will Like You
Another benefit of keeping your content language simple and straightforward is that search engines can more readily discover the relationships among the words you use. Search recognizes word combinations that often are clustered together within content.
The more search recognizes your content, the more likely prospects will see your content. It's a double win.
Five Ways Your Content Wins
Your content answers pressing needs and questions.
Your prospect wants those needs addressed by someone who understands the problem and is able to provide solutions that will save him time and money.
You are able to explain solutions in simple, comprehensible language that speaks to the prospect need and answers questions directly.
You do not use industry insider language or acronyms that confuse the prospect and drive her away. You speak simply.
Search engines understand the word clusters in your content and recognize that they all revolve around a key topic or phrase.
You end up with a prospect who feels better and contacts you. You know what to do next...connect, engage, and make the sale.