Marc Haine explains why most marketing fails: companies don't learn how their customers actually talk about problems. Use their exact words in your messaging instead of inventing clever angles.
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 have— know the tricks and the secrets and the 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 the 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.
