The above shows an extreme example of how differently people use words. Put a cup in front of 2 people and they could describe it completely differently. Put Google in front of 2 people and they could describe their same queries completely differently.
Target Your Customers with the Correct Language
I think everyone speaks a different language to an extent. People who are closer to each other speak more similarly. We can take a more extreme example, just looking at languages. Here’s an interesting example from my own background, comparing English and Chinese:
- There’s no word for “irony” in Chinese
- There’s no English word for 吃苦(eat bitterness).It’s the concept of going through hell right now for future gratification.
Your Customers Will Describe Their Problems Differently
Think about life coaching. Life coaching for women in their 20s vs their 40s? Life coaching for women vs families? I can bet you that they’re going to be completely different. Women in their 20s are still getting started in their careers, so career counseling might make sense, hell they might not even be able to afford life coaching. Women in their 40s are already pretty established in their careers and are probably looking to balance their relationships as well. In this case, as a life coach, you should have different language for each of your customers or just focus on the segment that you connect with the most.
What are your examples of targetting customers with the right language?