Can Your Customers Understand You?
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As experts in our own industry, it's easy to get excited about talking about our products or services. We know exactly how they work, the problems they solve, and all the little details that make them different.
But sometimes, that's exactly where we go wrong.
Because we know our work so well, we tend to over-explain things or use technical terms that make perfect sense to us but not necessarily to everyone else.
And that's completely normal.
After all, it shows that we're passionate about what we do.
The moment someone asks about our business, we think, "Finally! This is my chance to explain everything!"
The problem is, our customers don't need to know everything.
They just need to understand enough to know how we can help them.
Here are a few examples.
Example 1:
Too technical:
"Our skincare products contain ceramides, niacinamide and hyaluronic acid to support the skin barrier while improving transepidermal water retention."
Simple:
"Our skincare helps keep your skin healthy, hydrated and protected throughout the day."
Example 2:
Too technical:
"We provide cloud-based CRM solutions with automated workflow integrations and real-time customer analytics."
Simple:
"We help businesses keep track of their customers, save time on repetitive tasks, and understand what's working."
Example 3
Too technical:
"Our financial planning service optimises asset allocation while mitigating portfolio volatility through diversification."
Simple:
"We help you grow your money while reducing unnecessary risk, so you can feel more confident about your financial future."
So, what can we do about it?
Keep it simple.
Instead of trying to impress people with technical terms, focus on helping them understand what you actually do.
One exercise I like is approaching your brand with a teacher's mindset.
Imagine you're explaining your business to a ten-year-old.
Could they understand what your company does?
Would they know how your product or service helps someone?
If not, there's probably room to simplify your message.
That doesn't mean dumbing things down.
It means communicating clearly.
The easier people understand what you do, the easier it is for them to decide whether you're the right fit.
At the end of the day, people don't buy because you used impressive words.
They buy because they understand how you can help them.
And I think that's something every brand can work on.
Thanks for reading!
If you have any questions, feel free to reach out.