Speak Your Customers Language

Selling should be about the customer, not you. Some brands are very good at this—others aren't even trying. However, there are some key elements to this that you can use on your site, in your product descriptions, or in your marketing copy.

Speak Your Customers Language

If you want to sell more, you need to speak like your customer.

If you’re a business owner, this means that you need to understand what your customers are looking for. It also means that you need to talk directly to them in their language.

When you do this, it’s called “speaking in customer terms.” And it’s incredibly powerful because it allows you to connect directly with your customers on an emotional level.

When we talk about the problem we’re trying to solve, we become more than just another product or service that someone is considering buying. We become human beings who understand what they’re going through and can offer a solution that addresses those needs.

The Problem

By talking about your product or service as if it’s the only thing that exists, you sound less like a human being and more like an infomercial. Which nobody likes.

People get turned off by it. They don't want to buy from you because it feels like you’re trying to sell them something instead of helping them solve their problem.

This loses you credibility; Telling someone your product is the best thing ever and then asking them to buy it.

Steps You Can Take

If you want to increase sales and conversions, start by talking about the problems people have, then show how your product solves those problems.

For example: “We know how frustrating it can be when you have trouble sleeping at night. You toss and turn, unable to get comfortable or fall asleep no matter what you try. But with our mattress pad, we guarantee that you’ll sleep better than ever before!”

You can also promote your product by telling people how it makes their lives easier. For example: “With our mattress pad, you’ll wake up feeling refreshed and energized every morning! It’s designed to provide support for your back and neck while preventing you from overheating at night. So whether you have insomnia or just want to get a better night’s sleep, we guarantee that this will be the last mattress pad you ever buy."

This is a much more effective way to sell your product, because you’re addressing a problem people have and providing them with a solution. This helps build trust between you and your customers, which makes it easier for them to buy from you in the future.

Take Away

In plain English, you need to speak from the perspective of your customer if you want to sell more.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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