Are you talking your customer’s language? 

Don’t be discouraged. It’s highly unlikely that your moment of inspiration was crap… much more likely that you just weren’t speaking your customer’s language.

So, how do you learn to speak fluent customer? 

Issue identification

It goes without saying that if you’re looking to solve a problem, whether that is with a product or a service, you should be totally clear on the problem you’re solving, right? 

Well, you’d think so. But this is where most business stumble. It’s really easy to have a fab idea, and be totally wedded to your initial thought – even if that thought doesn’t necessarily 100% fit the mould of what your customers need… 

People don’t tend to buy products or services, they buy solutions to their problems, or into a lifestyle. If you don’t communicate how your solution fits that need, you’ll struggle to cross the sales bridge.

So, ask yourself (well, actually, ask your potential customers):

• What keeps your ideal customer awake at night (and how could you help ease those concerns)?
• What are they secretly Googling (and can you answer that questions)?
• What do they wish someone would just take off their plate (and can you be that person!)?

Organisations are really good at explaining what they do… but often not the solution that they offer.  Spell out how you can improve your customer’s lives, and they might find room for you!

Pivot! Pivot!

So, you know what is keeping your customers awake at night. Now, it’s time for some brutal honesty, does your product fit the bill? 

You built your offer around that you believe the market was lacking… but what if your deep dive research has actually shown that people want something slightly different? Do you stick your fingers in your ears and keep flogging that dead horse, or do you listen to the customer and make some changes to suit the demand? 

Making changes may feel like admitting defeat, but better to continually develop that continue to struggle. Consumer needs are ever -changing, and a smart organisation will continue to evolve with those needs. Digging your heels in will only lead to frustration everywhere! 

Understand your customer’s language 

I recently shared an experience with a team of NHS consultants, about how I felt communications about a medication review had gone. The epilepsy medication that I take had undergone some research, and it had been found to be unsuitable for pregnant women - this message was rolled out to all women taking the drug. 

It was felt that the communication hadn’t been wildly successful. Many patients were failing to understand the new findings, and there was a general lack of understanding of the dangers involved with becoming pregnant whilst taking the medication. My neurologist asked me to speak with the board and offer my patient and comms professional opinion. 

Clearly, this was a difficult communication to get right, given the huge breadth of ‘customers’ to communicate to, however, one thing was clear to me… most people receiving the comms wouldn’t be medical professionals. Using very technical medical terminology in this outreach, whilst important, risked patients ‘glossing over’ important elements of the data. 

Whilst important to include all key points, a failure to engage with customers in a language that they understand risks a failure to connect – in this case, leading to potential risks to health. 

From a commercial perspective, a failure to connect with your product, service or comms usually means no sale… if you’re not speaking to your customer, why should they engage with you? 

Spend time on platforms and communication spaces your customers frequent. Get to know their terminology, the ideas and phrase that resonate with them. Speaking their language will open communications. 

Remaining authentic

Changing how you do business – whether that be your offering or your communication style – may feel alien. After all, were told time and time again how important it is to be authentic, this seems counterproductive, right? 

However, you can remain authentic to your brand and it’s values, whilst delivering for your customer. It’s advisable in fact, after all, they’re the ones paying the bills!

You can have the world’s most beautifully worded website, a brand to die for, and an offer that looks great on paper, but in a nutshell, if your ideal customers aren’t buying it, something’s off.

Communication is a conversation, not a broadcast – your customer will tell you what they need, show them that you’re listening.