Read a good article today. The subject line in my email inbox was Your Customers are Stupider than You Are or something to that affect.
It definitely caught my attention. You can find the article linked at the bottom of this if you are interested in reading it. It is pretty funny and you even get a little educated in the finer taste of cheese and rennet (Don't ask I won't tell).
Erica makes a great point, If we want to differentiate ourselves we need to use every opportunity to educate our customers. Many times it is about things that everyone in our industry does but no one really knows about.
I read a story once about a beer company. It was written in an advertising book. I will do my best to find the reference so I can give proper credit to the story. They needed a good advertising campaign to boost sales. The company they brought in went through the manufacturing process. They were amazed at the sterilization techniques, steam cleaning, etc. They wanted to make this process the center point of their campaign.
The manufacturer argued with them that every one did this. The ad guy responded yea but not everyone talks about it.
The campaign was pretty successful (it was many years ago before my time 
but the study talked about a huge increase in market share and profitability. They used an opportunity to differentiate themselves by talking about something that everyone did.
When you look at your business and the way you interact with clients and customers. Do you make them learn a new language? Guess at what you mean because you have created an internal language? Creating a specific language can be a great way to develop a tightly knit tribe of people to support and grow with you.
But you have to educate them. Parlez Vous Customer? Do you Speak Customer? Do you know the language they use. If you want to connect with your customer, then talk to them the way they want to be talked too.
Every great ad starts with a conversation already going on in your customers head. If you can enter into that conversation you have already won. If you have to translate everything, then you will have a slow uphill struggle to ever accomplish anything.
You can find the full article here. http://www.erica.biz/2010/warning-customers-stupid/
Don't make your clients have to translate. Speak to them in their language. It makes things go much faster and smoother.
Have a great day.
PS If you are interested in getting a business going pop over to the contact form and let us know. We would be happy to help you get started.
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