This is a great post!!! It’s one of those things that we run across all the time, but I really like the concise and pointed way you describe it here.

Great job - I’ll see you all soon.

Shawn

Thanks for joining in the conversation. While I would love to take credit for this brilliant post, it is Jerry who deserves the credit for his keen observations.

It’s kind of funny (and tricky from a pure marketing perspective) what we tend to believe is important in communicating our message to others. Jargon and TLA’s (that stands for Three-Letter-Acronyms by the way ;^) are sort of part of our resume that describes our expertise. Because we know people typically hire us for our expertise, we like to use that kind of information to try and get people interested in what we’re offering.

As Jerry pointed out, the jargon (and TLA’s) often just confuse the audience of your message and it doesn’t get through. And as both of you have pointed out, the focus is mis-directed anyway. Instead of talking about “What’s In It For Them”, we’re talking about the things we know and do.

From a marketing perspective, I’ve found that if you’re leaving it up to the receiver of your message to figure out how what you know and do can help them with the stuff they’re dealing with, you lose the opportunity to grab attention.

Thanks again for joining the conversation on the Get More Clients Fast Path Joe. Invite others to join us as well.

All my Best!
Kevin

Well said. I have experienced this myself from other people and even have caught myself doing this from time to time. I am glad you pointed this out because we all need to be reminded of our surroundings and think outside our own industry specific worlds so the potential clients can benefit from what we are saying. I really like that saying “Marketing makes the phone ring, but communication seals the deal”

In my experience, a little time spent planning will payoff tenfold beyond rushing out to get into activity. And that doesn’t have to be an arduous task either.

Nobody said a definition of your “ideal client” has to be perfect. You do your best with what you know and move forward… understanding that you can always adjust. But, not spending the time to plan and define leaves most small business owners frustrated with results.

The Get More Clients Fast Path program was designed to take someone step-by-step through this process. It’s not all planning. It’s planning and then doing so you can start to see results faster.