In the midst of your product, service, or brand transaction careful with your choice of words. Even though, you know the lingo and how it works – the customer may not.
For instance…
Today, the Realtor should have only one song streaming in his car while his clients are riding with him…INTEREST RATES WILL NEVER BE THIS LOW AGAIN. He should play that song over and over and over. And he should not just say they are 3.75% fixed over 30 years – that doesn’t mean much to most people. He should paint the picture of what rates were just a few years ago, and show the difference in monthly payments and interest saved. Like the blog at I’m A Happy Buyer.
The financial advisor should probably stay away from his opinion of the “T-Bill” and simply advise us with historical charts of different fund performance, potential dividend performance, and tax benefits when we hand him our dollar. GDP is not on our radar when we’re talking about retirement and college tuition.
The car salesman, for most people, should abandon words like torque, hemi, and maybe even MPG. Just show us what THIS car will cost compared THAT car to fill up once gas hit $5.00 gallon. We’ll make the call from there.
Or what about beer? At the ball park the only word associated with the brew that the consumer is concerned with is cold. This is not the time to discuss born on dates, filtering, and calories. Not the case at an upper end micro-brewery in Boston. The consumer there is very beechwood and hops conscious, so it’s ok to go there with him.
The higher price of poker becomes in the transaction the more basic the vocabulary should be. The fancier your words, the more we feel we’re being sold not served. Simple wins in sales, so be careful with your gibberish.
Put another way – We’re not impressed when you know a lot…we’re impressed when we walk away knowing a lot more than when we came to you.
Ashton.Gustafson 
