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One of the hardest things in business is communicating what you do in such a way that your target market understands what you do, why they need you and are encouraged to want to buy from you.
A long time ago I had a head injury and I was rushed to John Hopkins Hospital to get checked out.
When the doctor spoke to me, he compared my head injury to a crack in an eggshell. He dumbed down his language so that I could understand what he was saying.
When this doctor went to speak to his colleagues, I imagine that he didn’t use the egg-cracking analogy. He will have used the proper terminology that they all understand and use every day.
If the doctor had spoken to me in the way he spoke to other surgeons, I would’ve freaked out, as I don’t understand the technical medical terms and would instantly think the worst.
The idea is that when you're explaining your business to a client, you need to make sure you are using the language and terminology that your clients are using and understand.
The best way to do this is by understanding your niche, your ideal client and the language they use.
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