Do you ever find that a client visits your website and then calls with questions where the answer is: “But it’s all written on our site”? Before you start accusing clients of lacking reading comprehension, answer one question honestly: is the language of your offer as clear as you think?
The curse of knowledge is a phenomenon where we are convinced that things obvious to us (because we’ve been in our industry for 10 years) are equally clear to people outside it. Unfortunately, in marketing, this curse leaves the client feeling disoriented – and they run away to the competition that speaks to them in simple language. Here are 3 main reasons why this happens.
1. Too much industry jargon
When you want to show your professionalism, you have a natural tendency to reach for complex terms. This is a huge mistake! Your client is looking for an electrician because “there is no power in the outlet and the fuses blow,” not to report “an unplanned detection of interphase short circuits using measuring equipment.”
Jargon doesn’t make you sound professional. Jargon makes the client feel stupid and stressed. Instead, you should use the language your clients use. If you don’t know what that language is – review the inquiries you receive via email. Use exactly those same words to build the headings in your offer.
2. Focusing on features, not benefits
We buy benefits and results, not processes and specifications. One of the best marketing lessons says: “People don’t want to buy a 6-millimeter drill bit. People want to buy a 6-millimeter hole in the wall to hang a beautiful family photo frame.”
Translate this to your services. Don’t write: “We offer innovative ceramic coatings applied in four stages in a humidity-controlled environment.”
Write: “We will apply a ceramic coating to your car, thanks to which dirt will stop sticking to it, and washing will simply involve a quick rinse with water.” Do you see the difference? Show the client the “after” state of performing your service.
3. Lack of price transparency
“It depends.” This sentence in a service offer is a silent killer of inquiries. Many entrepreneurs, afraid of scaring people away with price, use phrases like “individual quote” and don’t list any amounts on the website.
The effect is that the client falls into the so-called fear of rejection. If they don’t know whether your service costs $500 or $5000, they often won’t call – out of fear of making a fool of themselves or having to awkwardly decline during the conversation if the service turns out to be too expensive. Show price “ranges”. Present a sample quote (a so-called case study). Explain what the price “depends on”. Instead of cutting off contact – educate the client on how much it might cost.
How to check if your offer is understandable?
Perform the so-called “Grandma Test” (or the 10-year-old Test). Show the description of your new service to someone from a completely different industry and ask them to explain in their own words:
1. What is this service?
2. What problem does it solve?
3. What benefit will it bring?
If they hesitate or start asking questions – that’s the ultimate signal that your “copywriting” needs to go back to the drawing board. Simplicity is the highest level of sophistication, especially in selling local services.