Connect
The goal has been, and always will be, to find a way to connect with your target audience in a way that is compelling, relevant, and timely. You make it more difficult for yourself, as an organization, when you put a language barrier between yourself and your audience. – Media Rules pp.22 by Reich and Solomon (c)2008
In every organization, profit and non-profit, we create our own internal language. Some organizations are more guilty than others but we are all guilty. This becomes a real problem when we alienate our customers because we integrate that org-speak in into our marketing, sales, or customer service.
We can all think about the org-speak that is unique to our organization or industry. It is a good exercise to review what that terminology is and endeavour to remove this lingo from our connection with customers. Simplify your language and never assume that your customer will have any idea what that internal jargon means. When we learn to speak the language of our customers, there is room for relationship. When we build relationship, we build trust. When we build trust, we are much more likely to get a sale…and that makes everyone feel good!
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