How You Talk

When you communicate with the market, how much do you think about how you talk?

What can you say that makes it crystal-clear that you ‘get’ those you wish to serve?

Now, we’re not talking to everyone (only to those we’re uniquely positioned to serve fully) so we can get creative.

We can share in-jokes together.

We can share opinions and beliefs together.

We can use lingo that nobody else could possibly understand, but we do.

Few people dare to communicate with their audience in this way. They’re still caught up on how it may turn others away (those who were never ‘your people’, anyway). Meanwhile, you’re building real bonds from the word go.

Here’s an example.

My creative team is a fully remote, international team called Fairhead Creative. It’s global. But me? I’m writing from England.

So if you show me pictures of palm trees or snowy peaks on your website, I’ll know it’s not for me.

Or if you spell ‘colour’ without a ‘u’ in it, I’ll know that may not be for me, either.

But if you show me overcast skies (which I love), spell things incorrectly (as Brits do) and crack jokes about how Brexit was a terrible idea (it was) then I’ll know it’s for people like me.

You can’t trick people here. Nor should you hope to try. These things are only learned by actually getting to know those you wish to serve.

Get to know your people. Really get to know them. Truly improving your marketing is improving your ability to care and empathise with your people.