Most businesses, business owners, and sales reps have a tendency to communicate to their customers using jargon or language that their customers and prospects don’t use.
To make matters worse, businesses will also market and advertise to their prospects using the same jargon and language.
All businesses do this (at one time or another). It’s just a habit. It’s so easy to say and use the same words every day and not think about the real effects that language has on business results.
What if I told you there was a gold mine of language data out there that can boost your leads, sales, phone calls, revenues, and all that great stuff?
In this post, we’re going to do a deep dive into this very subject and come out refreshed and ready to win!
1. Look At Search Engine Data
This may be the most eye-opening thing one can do for their business.
Millions of people are conducting searches every day and that data is being recorded.
Looking at this data, you can see what words people are using to search for the products and services you provide. Some tools will even estimate the number of searches conducted every month for specific keywords.
At Judicious, Inc. we’ve been doing this analysis for our clients for years. We call it keyword analysis.
What many business owners don’t realize is the words they think people are using to find their business aren’t necessarily the most popular words related to the offer the business provides.
Additionally, most business owners and marketing departments don’t even come close to scratching the surface in terms of exploiting the entire keyword landscape related to their business. There’s usually tons of untapped potential for most businesses to grab once a thorough keyword analysis has been completed.
The data we collect from search engines and other tools isn’t only good for website optimization. This information also provides important insights into:
- How your customers think of your offer and services
- What language they’re using
- What language they’re NOT using
Knowing this, you may decide to change or even improve your:
- Advertising Materials
- Website Copy
- In-Person Pitch
- Sales Scripts
- Phone Voicemail
2. The Post-Sale Interview
This technique is the mother of all marketing optimization techniques. And, very few businesses do this.
However, the data collected from it is as good as gold.
It’s a very simple concept, but it can be difficult to implement.
The idea is that you ask your new customers one question:
“Why did you decide to do business with us?”
This question will unload all that magic language your customers have in their head that describes in their own words, what it is that made them want to do business with you.
You want to record these answers and store them somewhere. You also want to collect this data continually. And of course, you want to carefully analyze this data so you can create a better messaging program for your business.
Again, the language you extract from these post-sale interviews is great for advertising, printed materials, how you speak to prospects, etc.
Being armed with keyword data and your customer’s language is wonderful, but there’s one last step to achieve success.
You need to test this language out to see what words are actually effective.
One of the easiest ways to do this is through Google Ads. With Google Ads, you can test different ads against each other see which version results in the most clicks and sales.
You may think that this ad:
..is terrible compared to this ad:
The truth is we don’t know until we test the two ads against each other. It could be that more people click on the first ad because it’s more concise and direct.
If you’re serious about improving your business, you’re going to need to optimize your messaging. The language you use to communicate your offer, value, and benefits will have an enormous impact on your bottom line.
Think about it.
If you’re advertising on Google and you create an ad with words that don’t resonate with customers, then you’re not going to get clicks and you’re not going to get sales.
A couple of tweaks to that same ad, using the right words can boost click-throughs multiple times, resulting in huge revenue gains.
Knowing the right language that makes your customers buy is important and you need to get to the bottom of it A$AP.
Schedule a quick chat with us below so we can find out what your magic language is.