Don’t Assume People Know What You Do

(Revised May 19, 2021)

Here’s a scary thought:

People might have the wrong idea about what we do.

And sadly, it might be our own fault.

Andrew Frazier poses this question:

What’s the first thing you say when you tell someone about your business? Do you talk about yourself?

If so, you won’t connect with your prospect.

Why?

“Because most people listen to radio station WIFM.”
(WIFM = What’s In it For Me?)

How do you tune into that station?

Your prospects have a problem. And you know what that problem is because you’ve researched your target audience.

Connect with your prospect by communicating the problem first. Then explain your solution.

For example:

“I work with small business owners who are struggling to get clients.”

Now you have the prospect’s attention. Now you can outline your solution using examples, case studies, and testimonials.

Another reason people tune us out or misunderstand us:
we use jargon, we use buzzwords. We try to make ourselves sound smart.

Result: confusion and resentment. People keep scrolling. They don’t ask for clarification because they’re afraid it will make them look stupid.

Chuck Hester of Truline Roofing makes an essential point: people will only buy from you if they trust you. And how you communicate with prospects is the key to gaining their trust.

I own a roofing company. I’d see many of my sales people try to explain the intricacies and details of a roofing product and they’d lose the sale because they were talking way above the head of the client.

When they started asking more questions about what the client’s needs were, what they learned in most cases was that all the client cared about was that their roof would stop leaking and that we’d stand behind the warranty.

Quit trying to sell how great you are and focus on your client’s needs… make sure they understand beyond a shadow of doubt that you can be trusted.

Len Williams of Design Strategies recommends using visuals to explain a product or service, and using simple terms.

With declining literacy levels, it’s often difficult to get your message across, especially if it involves unfamiliar concepts. The use of illustrations, photos, and videos is key to showing people what you’re talking about.

If you have to use an uncommon or technical word, be certain to define it in simple language.

The surest way to put your audience to sleep is to give them words they don’t understand… Keep in mind that almost no one knows the terminology related to your business.

Michael Wright of Taxwright thinks making things sound complicated is absolutely the worst mistake you can make when talking with a prospect.

Mr. Wright provides tax advice to small businesses. He knows his clients may have to get involved in certain details.

If they must participate, then they want to be shown how little they actually have to do and how much you can do as their guide.

That’s a great insight. Clients are trusting us to solve their problems. If they have to get involved in the details, they want to know we’ll take the lead and make it as easy as possible for them.

Quick summary:

1. Prospects don’t care about your title, they don’t care about your “process.” They care about getting their problem solved.

2. When someone asks what you do, state the problem first, then talk about how you’ll solve it.

Maybe in my own case, something like this:

“You know how people just scroll past stuff on their phones and computers? I create images that get people to stop and investigate.”

(Which is a lot better than “I’m an illustrator. I help brands get noticed.” => it’s all about me)

3. Don’t use jargon or technical terms. The prospect doesn’t speak your language and has no wish to learn it.

4. You have to win people’s trust first. You do that by focusing on their problem and speaking their language.

5. Words can only take you so far. Use images on your site (illustrations, photos, videos) to help people understand.

6. Prospects are listening to radio station WIFM (“What’s
In it For Me?”)– don’t drive them away by changing the channel!!

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About Mark: I’m an illustrator specializing in humor, editorial, branding, social media, and content marketing. My images are different, like your brand needs to be.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

Follow @mrstrongarm