Language Matters: Create Content That Resonates with Your Clients
The language you use holds significant importance when connecting with your website visitors. Selecting words and sentence structures that truly resonate with your customers is crucial.
Consider this: a sports enthusiast searching for gear may respond well to language like "Just do it," while a business owner looking for a cold email provider is more interested in seeing tangible results rather than technical explanations. Similarly, someone seeking a silk tea dress would appreciate enthusiastic descriptions of how they would feel while wearing it. Flowery language may not be necessary for either of these customers, but tailoring the content to their specific needs is essential.
Think of Your Content as a Conversation Starter
Imagine yourself standing in a checkout line and striking up a conversation with the person next to you. Your content should have the same immediate and relaxed tone. While you might be a knowledgeable expert in your product or service, it's important to remember that the person visiting your web page is searching for a solution. Overwhelming them with your expertise is not the best way to initiate a conversation.
Think about it this way: Have you ever encountered someone at a party who starts discussing their extensive knowledge of Marcel Proust's writings and their personal interpretation of the sense of smell, whether or not you've read Proust yourself? You'd probably excuse yourself and find a way out of that conversation. The same applies to your site visitors if you overly emphasize the virtues of your knowledge. They will likely leave without engaging further.
Think Like Your Customer
Take a step back from everything you know and put yourself in your customer's shoes. What problem or need do you address with your product or service? How will it benefit your customer? What information do they need to know that will encourage them to make a purchase?
According to SEO practitioner Benjamin Bar, it's helpful to start by asking yourself these four questions:
Who am I talking to?
What is the level of knowledge these people have about the subject I am discussing?
Why would these people seek information on this subject?
How can I facilitate their information gathering?
Frame your content around providing answers to these questions.
Learn to Speak Your Customer's Language
As much as you might be tempted to display your in-depth knowledge and use industry jargon, it's best to avoid it. Instead, write using the words and phrases your customers use. People don't search for "rhinoplasty"; they search for a "nose job" to improve their appearance. They're not interested in your brilliant IT team that powers your bookkeeping SaaS; they want a user-friendly online platform to perform tasks effortlessly and share information seamlessly with their accountant.
Write in a conversational tone, using everyday language you would use when talking to people. Focus on answering customer questions and illustrating how your product or service easily solves their problems.
Finding the Right Balance
Language selection is like walking a tightrope. On one side, you need to create a deep emotional resonance with your audience. Conversely, you want to align with search trends and optimize discoverability. It's about striking a balance—a harmony where your brand's voice seamlessly converges with your clients' needs.
Specificity and Emotional Resonance
Once you understand your customer's major concerns, address each one individually. Remember, it's not about overwhelming them with your knowledge. Instead, explain and demonstrate how your product or service solves their specific problem.
If your product or service offers multiple solutions, address each one separately. Create dedicated articles or website pages to address each solution, providing examples and highlighting the emotional satisfaction your customers will experience when using your product or service.
For instance, customers may not be familiar with the term "3PL" if you offer third-party logistics. Instead of using industry jargon, explain to them how outsourcing logistics can save them costs compared to setting up their own logistics operations. Highlight the benefits of using efficient systems and clarify what those systems entail.
When discussing specifics, mentioning what your product or service does not cover or include is essential. This helps manage customer expectations and prevents potential disappointments. For example, you can state, "Please note that our home inspection does not cover septic tank or sewer conditions." Or, "Our three-day Thermopylae and Delphi private tour includes three meals daily, but hotel costs are not included in the package. Refer to our list of recommended hotels, and we'll gladly assist you in making reservations."
While being specific with the facts is important, it's not sufficient to generate a sale. People make buying decisions based on emotions. Therefore, for each specific benefit you mention, ensure you tie in an emotional benefit for your customer.
For example:
"A professional home inspection provides you with the necessary information to have meaningful conversations with your clients about the true value of their potential home. You'll be armed with up-to-date insights that help them understand how the home compares to the market. The result is a quicker sale at a fair market price."
Remember to back up your statements with evidence. Incorporate solid facts, compelling data, and relevant testimonials to support your emotive content. This will give your audience confidence that your offerings are grounded in reality and have a proven track record of delivering results.
By creating content that speaks your customer's language, striking the right balance between specificity and emotional resonance, and providing supporting evidence, you can effectively connect with your clients and increase the chances of converting them into satisfied customers.
Crafting Content that Connects: The Power of Language in Captivating Your Clients
In the realm of online communication, the language you choose can make all the difference in capturing your customers' attention and forging a meaningful connection. By understanding your audience, thinking like your customer, and learning to speak their language, you can create content that resonates with their needs and desires.
Remember, your content should be a conversation starter, immediately engaging and relaxed in tone. Avoid overwhelming visitors with excessive knowledge; instead, focus on solving their problems and highlighting the benefits of your product or service. Tailor your language to match your customers' everyday speech, steering clear of technical jargon that might confuse or alienate them.
Finding the perfect balance between emotional resonance and search optimization is crucial. By addressing customer concerns with specificity and weaving in emotional benefits, you can spark the buying decisions driven by both logic and sentiment. Back up your claims with evidence, showcasing the solid facts, compelling data, and testimonials that instill confidence in your offerings.
Ultimately, your content's ability to strike the right chord with your clients is what sets you apart. By crafting content that speaks directly to their needs, aspirations, and emotions, you'll create a connection that resonates deeply, leading to increased engagement, conversions, and ultimately, lasting customer satisfaction.
Let your brand's voice converge with your customers' needs, and watch as your online presence flourishes with successful connections and meaningful interactions.
