U-C WEBS' founder Nardo KuitertBy Nardo Kuitert, U-C WEBS
[Published in The Wellington Advertiser, February 2015 for the Centre Wellington Chamber of Commerce]

We are all immersed in our own businesses. As such, we know perfectly well what we mean if we discuss a certain matter with colleagues, suppliers. But how about the people that you are trying to sell to – are you using geek-speak, or words and language your customers and clients understand and use?

In order to get your marketing message across to your clients/customers you need to speak their language. If you don’t, those people will just tune you out and move on – probably to a competitor who does know how to interest its prospects, customers and clients.

A great way to make sure that you are connecting with your audience is to focus on benefits rather than features. What is it that your prospect will be able to do better once they bought your product or service; will they be healthier, prettier, happier, wealthier? Are there social or environmental benefits to buying products or services from you, rather than from your competition?

By using a benefits-oriented strategy you will not only have an interested potential client or customer, you will probably also gain more of their trust as it feels like you have their best interest in mind. Just thinking of the benefits will make them feel better, as if you helped them even before they opened up their wallets.

Use customer-centric language, and you will see your business prosper.

For more information: contact your web developer, or website optimizer Nardo Kuitert at www.asknardo.com or 519-787-7612. Nardo has written the On The Web column on behalf of the Centre Wellington Chamber of Commerce since 2006.

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