Your Product Is Awesome, But Do Your Prospects Understand It? Here are 5 Tips for Speaking Your Customers’ Language

Jitendra Gidwani is the CEO of RightlyWritten - a premium copywriting services company serving businesses of all sizes globally.

A couple of weeks ago, I met a brilliant and fascinating entrepreneur at a marketing conference. When I asked him to tell me about his business, I could feel my mind drifting the buffet bar, thinking about the delicious appetizers.

Don’t get the wrong idea; I am a great listener, but all that technical blabbering was putting me to sleep. The only thing that helped me maintain my focus was the passion and excitement in his voice.

Later that day, I realized what the problem was! He was making me work to understand his idea. He had a great product, but the way he explained it to me was wrong. I often experience this when I land on a tech site and see something like…

Our awesome product will bootstrap your way to establishing disruption in *random industry*. We will create a roadmap to your objectives with our expert knowledge in *jargon*, *jargon*, *jargon*.

This example might be a bit extreme, but there are plenty of web pages that fail to communicate in a natural and engaging way. Just like the entrepreneur from the conference, they think they do a great job at explaining their product, but fail to realize that they're speaking a whole other language.

So, how can you avoid that? Here are five tips to ensure your prospects understand you.

1.     Listen to Your Speech

Record yourself reading your speech and listen to it as if you know nothing about the product or the industry. Does it address any of your main points? Does it offer a clear solution? Is it written in a simple way that even an 8th grader could follow? Because without any disrespect to your prospects, the average reading level in the US is that of an 8th-grade student, so make sure to not use fancy lingo that most people won’t understand.

The idea is to create content that is easy to understand without having to work too hard. People are bombarded by information every second of the day, and it can get really tiring. The most important things your audience needs to know is that you understand their problems and have a solution.

2.     It’s About Them, Not You

One of the biggest mistakes content writers make when crafting the content for their business presentation is that they focus too much on their own company’s needs and ventures. Your general audience doesn’t care about your goals or accomplishments, they just want to know what benefits your product can provide for them!

3.     What’s In for Me?

When an interested consumer or potential customer reads about your product or lands on your website, they are only concerned about one thing. Themselves!

To properly sell your product, you need to create a strong “value proposition”, which means to make your company or product attractive to customers. You can start by making a list of all the benefits your products offers. Put yourself in your customer’s shoes and try to see from their perspective what value your product holds. Determine what makes your business unique and if there are problems, assure your audience that they are being resolved.

4.     Is This Product for Me?

Most likely, there are several different businesses’ offering the same products as you. If you are in a competitive niche, chances are your clientele already know that the competition has a solution that might solve their problems, but they want to see if you’re a better alternative.

A perfect example of this would be if you needed to find computer parts, so you check on Amazon, but then decide to check a local website hoping to find a better deal or perhaps provides faster delivery. But at the same time, you aren’t interested in clicking around, trying to find the best deals. The same principal applies to your target audience, which is why you need to have a comprehensive solution to any problem early on in your business’ development.

5.     Help them Relate with Awesome Content

When selling your product, your prospective clients want something that they can understand and relate to.

A perfect example would be, if you land on a website that sells “SaaS products” which is a software licensing and delivery model, which is distributed on a subscription basis. The website is simple, clear and has your attention so you want to learn more about the product. But as you read on through the sites content, you begin to become lost in the highly technical jargon that was written by experts in the product.

Your customers want content that teaches them, entertains or just tells a great story. If you overcomplicate your blog content, you might turn prospects away from you. They might think that your product is not suited for them and defer to a competitor with more general friendly content.

Your customers should understand what your product or services are, and quickly. So, next time you create content, or simply talk about your business, ask yourself if you are making your customer work too hard to understand your product.