Daily Lab: One size won’t fit
Use the words your prospects use.
Your product might be good for “everyone,” but your marketing isn’t.
No, your marketing needs to speak to specific people, on (and with) their particular terms.
Even if what you sell could work for everyone, you need to talk to each individual in a way they expect. You need to demonstrate your credibility—you can’t just expect to have it.
It’s easy to think our product is one-size-fits-all. But as we all know, something that works for “everyone,” probably won’t be perfect for us. There’s a reason the all-you-can-eat buffet in your town is cheap, and empty.
We’ve got to study, learn, and speak our customers’ language. We need to use the words they use, about the problems they have.
And the solutions they need.
Because if we don’t understand their problem, they’ll never believe we have the solution.
