Speak the language of your customers

jargonJust back from helping a fledgling entrepreneur with his new start-up.

One of the many topics we discussed, was the importance of avoiding industry jargon, if your target customer won’t understand it. In his case, he’s building a product that basically states “We help businesses strategize and implement SMART objectives for reaching mobile internet power users to increase company profits.”

Sitting in my new favorite coffee shop (Sola), I pointed out that the owner would have no idea what he was talking about and why he would need that product.

I suggested, “We help you turn web site visitors into customers, no matter what mobile device they use!”

Not necessarily a polished tag line, but certainly one that anyone can understand, even if they don’t speak jargonese. ;)

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