When you talk to a potential client, how easy is it to just use the familiar lingo of your trade?
SO easy, right?
Healers start in with chakras. Branding experts yammer about brand attributes. And, you accountants…we won’t even go there.
Your current clients know this lingo. They’re hip to it. They’re already working with you.
But let’s say you’re trying to get new clients in the door. These are the folks who have never worked with you. They’ve never experienced you.
They don’t know what a chakra is.
Or a brand promise.
They don’t know the difference between a W-9 and WD-40.
All they know is one thing:
“Here’s where it hurts.”
This is the place where your prospect “enters the ocean.”
(Yes, that’s a metaphor. Let me ‘splain.)
“The Ocean” is the service, help, and transformation you provide. It is huge. And your prospect is just beginning to wade in.
You’re way out deep in the ocean. You with your expertise. You with your auras, audits, assets, a1c, entities and other industry jargon.
And you’re so used to spewing this language forth, that you lose your prospects.
Because they don’t know what the hell you’re talking about.
They’re at the edge of the ocean, not even sure if they want to go in.
And you’re out there acting like it’s no big deal.
You think your job is to make them understand you.
But it isn’t.
Your job is to make them feel understood.
So, as a leader and marketer, here’s what you need to do…
You need to swim toward the shore. And you need to go get them. And you need to stand there with them and talk with them about how their hip hurts or their stomach is bloated or their partner dumped them or they’ve lost a lot of money this year, or how much they hate spreadsheets.
You need to let them enter the ocean from where they are. Not from where you are.
And this is why your content, your conversations and your clarity are so crucial.
It’s why I devote the first modules of my Uplevel Your Business™ program to provide clarity about ideal clients and about their needs. (Not yours). Because you need to talk with them about their stuff. (Not yours.)
This doesn’t mean you have to “dumbify” your content. (God, I hate that word.) It just means you have to communicate the challenges with clarity and insight.
For instance, I still perpetually teach my business owner clients how to manage their power when they hit a major wall and can’t find their way out of their emotional response.
I’ve taught about managing power as a business owner for years and years. And yet, for so many people, it’s their first time hearing any of it. And it’s new. If I move too fast, they’ll feel lost, and they’ll run to someone else who can spell it out more clearly.
This is service.
Your content – whether in a program or on your blog or in a conversation – has to break things down to the most basic. This is hard on your crazy mind that doesn’t stop looking for bright shiny objects to relieve it from the stuff it already knows.
But the stuff you already know is very interesting to your ideal client. Get simple. Get basic. Stop making everything so complex.
More than ever, your peeps need to be seen and understood.