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Writing for your audience

There are many ways you can communicate with your customers. Whether you use billboards, newspaper ads, radio ads, TV, direct mail, email, your corporate website, tweets or blogs, all have one thing in common: language.

How much thought do you put into what you say and how you say it? Do you segment your audience and tell them in language they understand how your product or service can help them?

Buyers want to hear from you. But they don't want to hear you sing your own praises or knock your competitors all the time. They want to know what you can do to solve their problems, to make their lives just a little bit easier, and proof that what you are claiming is true. 

You customers also want you to talk to them like you know them. They aren't reading an industry journal, after all, so don't use industry jargon or over-used words that don't have any real meaning anymore. Words like world-class, leading, cutting-edge, solutions, and user-friendly are so over-played by marketers that customers tune them out.

Talk to your customers like they are a neighbor or friend. If you have a cleaning service, tell them you can make their home sparkle while giving them more time with family. If you are a tax accountant, say that you will get their taxes right the first time so the IRS won't come knocking on their door. Selling cupcakes? Tell your customers that your cupcakes would make any grandma proud and come in flavors she could only have dreamed of making.

Step out from behind your desk and put yourself in your customers' place when you write your marketing messages. Speaking their language and telling them how you can help them will let you build a relationship. And relationships lead to customer retention. Isn't that what you are ultimately looking for?

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