Marc Haine explains why the best marketing uses your customers' exact words, not your interpretation of them. Most companies skip talking to prospects about how they actually describe the product, then wonder why their messaging doesn't land.
Don't change what you think someone means. We want to say the exact words, not synthesize it then down into what we think. And I think what happens is with marketing and messaging, it can be really overwhelming. And we think we have to know the tricks and the secrets and what do we do to make a sale. And the biggest, best trick, which is not a trick at all, is just to get to know who your ideal client is. By collecting their language and then by using that language in your messaging.
So, would you say then one of the biggest mistakes that companies make when they're attempting to speak to their prospect is that they don't know the language? They haven't taken the time out to actually sit down with their customers and figure out what it is that— how people are talking about it.
