Are You Speaking the RIGHT Language to the RIGHT Customer?

Once you niche down, yes, niche down til it hurts so good, now you can speak the right language to the right buyer. 

For example, once going through the buyer persona exercise with a client, they spent an exhaustive amount of time describing their ideal customer.

Their soulmate. 

The persona described loved motocross. Down and dirty off-road motorcycle racing. Mud flying everywhere. A young persons sport. Fearless. Doing jumps and flips. 

However, when you landed on this manufacturer’s website, what was the front page image? A Lamborghini. 

What?!?! 

Total disconnect. The product that they sold had nothing to do with a car let alone one of the most expensive vehicles on the planet. 

The website spoke the wrong language. 

You must make an incredible 1st Webpression. 

Love at first sight. 

On the other hand, when you niche down until it hurts another tremendous benefit falls on your lap. 

Clearly speaking the right language to the right buyer helps prevent bad leads. 

What am I talking about? 

So glad you asked…

When you try to be everything to everyone, you become nothing to no one. 

Yet, casting a wide net will indeed attract some inquiries. 

Including folks that you simply cannot help or serve. 

Speaking the Right Language Helps Avoid Frustration  

Another example, while working with a large manufacturer in the packaging industry, the customer service team shared an interesting problem. Actually they divulged a strong complaint and concern. 

They consistently received leads that fell outside of their capabilities or expertise. Nearly on a daily basis. 

The customer service team was frustrated. The customers that called were frustrated. 

A mutual lose-lose. 

While checking out the company website, the problem shined crystal clear. 

Significant information on the website spoke the wrong language to these folks. 

In the quest to be everything to everyone within packaging, the one-stop shop they were attempting to be caused internal chaos and created a negative impact. 

An awful experience. A bad taste in their mouth. 

As a consumer, you know how frustrating it is when a business wastes your time and energy. 

Plus it works both ways. 

The company misdirected company resources with these bad leads. 

These contacts were not a potential customers and would never be a customer. 

It there an opportunity to pull them into your world or product line? Maybe. 

Could you establish a referral network or affiliate relationship to convert that contact into a potential revenue source? Possibly. 

That was not the case here. 

Stay laser focused on what you do best. 

Speak clearly on your website. Concisely. 

Less is more. 

Avoid the “shiny object” syndrome. 

Focus on only one “Call-to-Action” per landing page. 

How many times do you find yourself on a website, next thing you know you’re watching a video on Youtube that is completely unrelated to your original search? 

Then you ask yourself, “what on earth was I looking for to begin with”? 

They do not know your product line like you do. 

Assuming that they do just makes an…well…you know what happens when we assume. 

Remember, your customers are simply easily distracted as well.

Hold their attention as long as possible. 

Let them know you care. 

Make it clear that you are an expert who has their back. 

Ready to Stop Being the Best Kept Secret?