The Customer's Language
E l e c t r o n i c L i g h t
August 22, 2001 - Issue 9
By André le Roux
Editor, Pandecta Magazine
Copyright (c) 2001 Pandecta
In this issue:
1. About Electronic Light
2. This week's sponsor
3. This week's light: The Customer's Language
4. List info
1 ABOUT ELECTRONIC LIGHT
My goal with this newsletter is to get to the point. I want to make it
short and informative. Once a week I want to give you something you
can really use in your Internet business.
For a more in-depth, monthly look at the nitty-gritty of making a living
on the Net, subscribe to Pandecta Magazine. Get the free evaluation
issue from http://pandecta.com/freeform.html
2 THIS WEEK'S SPONSOR
------- Web marketing e-book -------
"12 Ways To Give Your Webstore a Sales Boost"
by Dr. Ralph Wilson
There's no magic here. No hype. Just clear instruction.
3 THIS WEEK'S LIGHT
The Customer's Language
Do you speak your customer's language?
Yes, I know, there's a lot of y-a-d-a--y-a-d-a about the
importance of understanding your customer. That's because
it really is one of the big differences between Internet companies
that make money and the ones that don't. Pay attention.
Even if all your customers are English-speaking westerners from
more or less the same demographic, they don't use a standard
language. Each industry has its own language. In fact, wherever
people form a group, an identity culture evolves which includes
a unique jargon.
To reach them, you have to talk to THEM - not to a random crowd.
The sooner you use their language in your marketing efforts, the
sooner you become part of the group. Don't underestimate the
importance of this. When you use the words your customer uses
- in the way she uses them - you gain trust. On the Net, trust is
Here are 3 doable ways to learn your customer's language:
Read any and all customer feedback attentively.
Do they call it a widget or a gizmo? Take notes.
Subscribe to newsletters that target your audience. If "WSP" is
a buzzword in your industry, you'd better find out what it means.
Attend conferences & trade shows whenever possible. Face to
face is still the best way to familiarize yourself with the attitudes
and values of the people in your industry.
It won't work if you don't try it.
Make a point of implementing these. Many people will read
tips in Electronic Light & Pandecta Magazine, but only 1 in 10
actually DO it. Be the 1. Not one the 9.
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