EMAIL ENGAGEMENT LICENSED PROGRAMME
- Next trainer development cohort September 12th - 15th

How not to get lost in translation with your clients

12th November, 2016

How not to get lost in translation with your clients

I went to the cinema the other day.  After I’d bought my tickets, the automated ticket machine advised me not to forget to ‘visit the retail stand’.  Eh? I thought.  It took me a moment to realise that it meant the popcorn counter.

No movie goer uses the word ‘retail’ – it’s just where you buy stuff, right?  The cinema had just blown a golden opportunity, because let’s face it, even the word ‘popcorn’ gets my mouth watering and my hand reaching for my purse.

But so many businesses make this mistake, using the language of their own worlds rather than that of their clients.

So listen to the words your clients use.  Read their website and collateral.  How do they describe themselves?  How to they refer to their clients?  To their teams?  To their services?  What’s the language that their industry uses?  Make their vocabulary yours and you’ll soon have better conversations with your clients.

accenture
UBS
Ricoh
Euromoney
University of Cambridge

EMAIL SIGN UP

EMAIL ENGAGEMENT LICENSED PROGRAMME
- Next trainer development cohort September 12th - 15th

Get Your Epic Email Checklist

Enter your name and email address to get your indispensable checklist and follow-up emails.

By signing up you consent to receiving regular emails from me (Kim Arnold) with updates, tips and ideas on communication along with the occasional promotion for my products. You can, of course, unsubscribe at any time. Click here for my detailed privacy policy.