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    Is Your Language Turning Off Your Ideal Clients?

    John Melley - Tuesday, February 05, 2013

    In this post I briefly discuss how words and language in your marketing can attract or repel people to/from your offer.

    There's an advertiser on the radio promoting the benefits body sculpting (liposuction). The ad does a good job hitting a number of benefits and addresses some concerns/objections people may have. It's a pretty good ad.

    Benefits:

    • Feel better in your clothes
    • Reshape your body and life
    • Feel Sexier and have more fun
    • Look great going to parties

    Addressing Concerns:

    • Pricing Concerns - Payment plans
    • Back home in a few hours - Time concerns
    • Convenience - locations
    • Expertise - Who does the procedures and how many

    While all of these points work to attract and repel clients, it's this last bullet of "addressing Expertise" that in my opinion, stands out in attracting a certain type of client and repelling others.

    To establish credibility and expertise the announcer states their "plastic surgeons have performed over 20,000 procedures."

    Some will react: "Wow! That's a lot of procedures. They must know what they're doing."

    Others will react: "Wow! That's a lot of procedures. It sounds like they're running a factory."

    This "Expertise Factor" ties directly into how much the cost is of concern to the potential client. Why?

    Those who are more likely to react negatively to the high number of procedures, probably prefer more exclusivity to the products and services they purchase and are willing to pay for it.

    This is neither good nor bad, just reality. The language will impress some and turn off others. It all comes down the the potential client's frame of reference and their experiences that determine their reaction to it.

    The point is, the language in your marketing will influence WHO responds to your offers. Make sure the language you're using in your marketing material is attracting the type of clients you want.

    Is there an ad or commercial that really speaks to you? Is there an ad that totally turns your stomach? I'd love to see your comments.

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    Thanks!

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