Have you delivered on your promises?
It’s in the title: you want to know how confusion, caused by your words, kills sales. You’re not after a definition of confusion, a debate about marketing, or even my sob story. If you’ve got a point to make, make it. And as promptly as possible.
Can a 9-year-old understand your language?
Condescending, I know. But this is a well-documented fact. Whether we work with tech gadgets or on health and wellbeing retreats, there are certain words we use that just aren’t overheard on gossip breaks by the coffee machine. And the worst part is, you’ve been using them so long you don’t know you’re doing it.
Of course, your ideal client – your avatar, the person who buys from you – may use those words. And that’s a great argument. Speaking like your customer is definitely the done thing.
But the average person’s attention span has fallen further and is now less than a goldfish. Anything that confuses a person has them using brain cells. Spending energy that could be best used elsewhere goes against our innate drive. Your distracted client won’t hang around to figure out what you’re trying to say. They’ll bounce straight over to your competition – perhaps via a video of a chimp riding a motorbike that caught their eye.
Are you chatting with your favourite client?
‘Maybe you’re a coach that’s starting out, or maybe you’re looking to move up to six figures – this membership’s for you!’
If you try to talk to everyone, you speak to no-one. What beginner wouldn’t feel overwhelmed? What six-figure coach wants to pay to give support to newbies?
Also, if you pick a person and talk to them in the language they use, about the things they are interested in, about their particular struggles – well, then you’re having a real conversation. Who doesn’t want to have a chat? If they’re not in a conversation they’re being talked at, and who likes that?
How many points are you making?
Think one point per sentence. And you’re not in school now – sentences can and should start with connectives. Like mine did.
Think one theme per paragraph. Even if the paragraph is only one or two lines long.
Sometimes I write paragraphs that only have a couple of words in them. But equally, sometimes they’re 5 sentences long. Not many like reading large chunks of text. But it’s just as boring to read one line paragraph after one line paragraph.
If you’re confusing me then I think I’m being conned. I’m also using energy that my hierarchy of needs would rather spend elsewhere. If you’re not talking to me in simple terms, I’m being distracted by, and like a goldfish. So, make one point per sentence. Even if that means starting with a connective.