One of the worst things you can do in marketing is to NOT use the words and phrases that your customer’s use…
For example…
I had to get a COVID test before I flew to Hawaii yesterday.
So I’m on the Hawaii website trying to make sure I get the right test.
Throughout the copy, they keep saying I need to get a Nucleic Acid Amplification Test (NAAT).
I have no idea what this is.
Is it a new type of test?
Do I have to go to a special lab for it?
Turns out, it’s none of those things.
It’s just the technical term for COVID tests like the RAPID test or the PCR test.
Well guess what?
This is confusing as shit.
No one knows what an NAAT test is.
The smarter move would have been to simply say “You need a RAPID test or a PCR test to get into Hawaii”.
That is easy to understand.
Because people are familiar with those tests.
They’ve heard it on the news…
They have friends who have told them about RAPID and PCR tests.
So they’ll instantly “get it”.
They’ll understand what you’re talking about.
And this is insanely important.
Because you always want to use the words and phrases that your customer will understand.
Why?
Because everything else creates confusion.
And guess what confused people do?
Nothing.
They get frustrated…
And they don’t buy.
You don’t want that.
You want people to understand what you’re talking about.
So highly recommend using the actual words and phrases your buyers are already using.
Your bank account will thank you for it.
That’s all I got for today.
Enjoy your Monday.
– Justin
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