The great translation problem

You’ve got to give nice people what they want

There’s something that every business owner has.

A translation problem.

You speak, think, and dream in FEATURES.

And your clients are on the hunt for the BENNIES.

That’s benefits, for those of you in the sky box seats.

Benefits are what your work DOES for your ideal clients.

Makes ‘em richer.

Thinner.

Clearer.

Smarter about their finances.

Able to live out a dream they’ve always had.

Now, the features of your program or service are important, too.

But telling your audience about ‘em BEFORE you tell ‘em why they should care is a big, fat, common, heart-breaking mistake.

It’s like telling people the recipe to your chocolate chip cookies, while you hold the plate out in front of them.

They really just want the cookies.

“…and then I add the dark chocolate and macadamia nuts…”

So if you want to really nail your message, you’ve got to give the nice people what they want.

Side bar note if you like woo or are a coach: mind your language. Though you may be in the business of transformation, helping women connect with their true selves, or teaching executives how to thrive as leaders… this is not hot marketing lingo.

If you’re having trouble attracting clients (especially the kind that pay you gladly without questioning your rates), chances are that you aren’t translating into language that means much to the rest of us.

Now, I know that marketing and sales might seem gross to you right now. But do you really think that the coaches and teachers YOU admire don’t know how to market or sell? There is a way to do it without being selfish and manipulative.

Well, without being selfish, anyway.

But the truth is, another word for manipulation is influence. Leaders and teachers and masters manipulate us all the time. Because they understand how translating works. They get that to connect with your listeners, you can’t be focused on your ego. You must work to speak in words that connect, that move, and that convince.

Are you doing that in your marketing? How do you know?

Mighty thanks to olya for the Flickr Photostream cookies.