Remove jargon from your content to win customers

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Remember that your customers do not have the same qualifications as you.  They are everyday people and businesses that have a need. It is your role as a business to explain to them that you understand what concerns them and how you are able to solve these issues. A business does not thrive on the fact that they can throw as much jargon at customers as possible. Remove jargon from your content and you will see people engage with what you write a lot more freely.

Your industry will have jargon terms that will only mean something to you and others that work in the industry. Whether you are –

  • an accountant
  • a solicitor
  • a financial adviser
  • a management consultant
  • or any other industry

It is vital to be able to speak to people in their own language. This is why I repeat that you must remove jargon from your content to connect. I am often asked if you need to write content in a particular style or to use words that are different to those that people use every day. A conversational style that uses words that you would use in ordinary conversation is a great way to connect to people. They will understand what you are trying to say and engage with your content.

What does this mean to a customer?

The way that your content feels does a lot for a customer. If you address their concerns in a language that they want to listen to then you start to win. Your customers want you to demonstrate that you know their space. They want to know that you listen to their concerns and address them.

So your content needs to change from something that might resemble a sales page to something that resembles a ‘how to’ guide. The more you give away to people than the more you get back in return. If you give people ideas on how to solve their problems than they are far more likely to choose you to deliver that solution.

Many businesses treat the way that they work as a top secret mission that they must hide from the world in case they decide to replicate it or do it better. The world does not work like that. Businesses and people are out there looking for solution s to their problems. They want to make more money, save time and get expert help. If you are able to show that you can help in any of these areas then you will gain new customers.

Let’s look at that again. People want someone to-

  • help them make more money
  • save their valuable time
  • share their expertise

If you as a company can display that you are able to do one or more of these things then you will have customers lining up to engage with you and buy from you.

Remove jargon from your content

The people you want to buy from you have their own wants and needs. they may not connect with what you want to say about your company. Make sure that you remove jargon and speak in terms that people understand and engage with. Remove jargon from your content and you are on the first step of that road. Get in touch if you’d like to discuss this in more detail.

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