{"id":77138,"date":"2019-05-15T00:00:00","date_gmt":"2019-05-15T04:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/connect-with-customers-less-jargon\/"},"modified":"2024-01-31T09:51:13","modified_gmt":"2024-01-31T14:51:13","slug":"connect-with-customers-less-jargon","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/","title":{"rendered":"How to Connect Better with Customers with Less Jargon"},"content":{"rendered":"<p>How can marketers better connect with people we hope will become our customers?<\/p>\n<p>Over the few years, I\u2019ve been researching why there\u2019s such a disconnect between marketing and customers so I can understand how to bridge that gap.<\/p>\n<p>Why? Because right now, the trust gap between marketers and customers has never been more significant.<\/p>\n<p>For example, this recent <a href=\"https:\/\/news.gallup.com\/poll\/1654\/honesty-ethics-professions.aspx\">Gallup Poll<\/a> showed that public confidence in the honesty and ethics of marketers and sellers is at the bottom of the list.<\/p>\n<p>And <a href=\"https:\/\/research.hubspot.com\/charts\/marketing-and-sales-not-considered-trustworthy\">this survey by Hubspot<\/a> showed that only 3 percent of people surveyed consider marketers and salespeople trustworthy. I\u2019ve asked myself: how can things get better?<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Focus constantly on improving the customer experience.<\/em><\/li>\n<li><em>Make your communication people-centered, not product-centered.<\/em><\/li>\n<li><em>Do not objectify people when following your standard sales or marketing processes.<\/em><\/li>\n<\/ul>\n<h2>Don&#8217;t Forget the Customer Experience<\/h2>\n<p>This is a problem we face in marketing. And as you\u2019ll see much of problem is self-inflicted.<\/p>\n<p>Here\u2019s what I mean:<\/p>\n<p>I think we marketers can be cynical and even snarky at times. We know good marketing. And we have well-tuned B.S. meters. We\u2019re customers who know a great experience too.<\/p>\n<p>For example, I talked with a VP of Marketing yesterday about these ideas, and he shared a recent negative marketing experience he had as a customer.<\/p>\n<p>He said, \u201cIt sucks, but here\u2019s the thing: I\u2019m guilty of doing the same thing too.\u201d<\/p>\n<p>I asked him why marketers struggle with connecting with customers, and he replied:<\/p>\n<blockquote><p>I think it\u2019s easier for us in marketing to talk about what we\u2019re comfortable with which is the product\/service we sell. And we LOVE to talk them. But what I\u2019m not very good at is understanding what motivates our customer and how to best talk to them.<\/p><\/blockquote>\n<h2>Listen to Your Own Words<strong><br \/>\n<\/strong><\/h2>\n<p>The significant part of the problem is the words and jargon we choose in marketing and sales to describe what we do and the people we\u2019re doing it for. Namely, customers and potential customers.<\/p>\n<p>Why? Because our words affect how we think.<\/p>\n<p>It\u2019s something linguists call the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Linguistic_relativity\">Sapir-Whorf hypothesis<\/a> which suggests that the words and the language we choose influences our thinking.\u00a0I understood this intuitively, but I don\u2019t know that I\u2019ve helped much.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-13138 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Whorf_Shawnee_Example.png\"  alt=\"Whorf Shawnee Example\" width=\"399\" height=\"249\" \/><\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Whorf_Shawnee_Example.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-652043\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Whorf_Shawnee_Example.png\"  alt=\"Whorf Shawnee Example\" width=\"399\" height=\"249\" \/><\/a><\/p>\n<p>A decade ago, I wrote the book Lead Generation for the Complex Sale, and it succeeded beyond my hopes. Back then, I wrote that marketing and sales come down to one thing: starting and growing relationships. And I still believe that\u2019s true.<\/p>\n<p>To help, I\u2019ve written about things like<\/p>\n<p>Be human. Use empathy. Remember leads are people.<\/p>\n<p>But I realize that didn\u2019t articulate the problem which is the words we use in the sales and marketing are object-centered, not people-centered.<\/p>\n<p>Let me explain.<\/p>\n<h2>Understand How Jargon Influences Thinking and Perception<\/h2>\n<p>In my experience, our words express more than our thoughts and feelings. They reflect our motivations and values. And our customers feel them. This is why customer empathy is essential.<\/p>\n<p>But more than that, our words influence brain function, i.e., how we think.<\/p>\n<p>Case in point, Andrew Newberg, M.D., and Mark Robert Waldman the authors of <a href=\"https:\/\/www.amazon.com\/Words-Change-Your-Brain-Conversational\/dp\/B008BDO680\">Words Can Change Your Brain<\/a> confirm this through their extensive research.\u00a0In sum, their research shows that our words actually change brain function and we are astonishingly unskilled when it comes to our understanding and communicating with others.<\/p>\n<p>According to Newberg and Waldman, \u201cWe communicate in so many different ways and in so many situations, but if we don\u2019t bring self-reflective consciousness into the equation by reflecting on what we say before we say it, we\u2019ll fail to reach the depths of intimacy and cooperation that we are capable of.&#8221;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13146 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/words-can-change-your-brain.jpg\"  alt=\"Words Can Change Your Brain\" width=\"342\" height=\"304\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-652044 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/words-can-change-your-brain.jpg\"  alt=\"Words Can Change Your Brain\" width=\"342\" height=\"304\" \/><\/p>\n<p>For example, the minute I call someone a \u201clead\u201d or \u201cprospect,\u201d I turn them into an object in my mind. And when I see someone as an object, I treat my marketing as something I DO to people rather than something I do FOR them.<\/p>\n<p>We objectify people when we use jargon like leads, prospects, suspects, conversions, opportunities, pipeline, MQLs, SQLs and more. \u00a0We also use phrases like, \u201ccrush your quota,\u201d \u201clead magnets, \u201cwins,\u201d \u201dcloses,\u201d \u201cdeals,\u201d and more.<\/p>\n<p>When we put ourselves in our customers\u2019 shoes and use empathy, we can begin to see how we unwittingly talk in a way that dehumanizes people and treats them as objects.<\/p>\n<p>Nobody wants to be treated as an object to convert.\u00a0Instead, we need to address others as thinking and feeling people with individual needs. \u00a0So how can we identify with others and connect on a human level?<\/p>\n<h2>Close the Trust Gap<strong><br \/>\n<\/strong><\/h2>\n<p>It\u2019s no wonder the perception of marketers and sellers is negative, and we have a trust gap. And we\u2019re due for a change.<\/p>\n<p>It starts with the words we use which ultimately affects how we think and act towards others. We need to think about how we can connect more humanly and engagingly.<\/p>\n<p>We have this incredible capacity to influence people positively or negatively.<\/p>\n<p>That\u2019s why we need to find congruency in the words we use and the ultimate purpose of marketing which is to help start and grow customer relationships.<\/p>\n<p>To do this, immerse yourself in your customer\u2019s world and think from their experience.\u00a0Begin by looking at what you see and hear. And then consider the words you use from your client\u2019s perspective. This will help inspire new language.<\/p>\n<p>Also, the use of words that people-centered. For example, instead of leads, you can talk about change makers, potential customers, future customers, future advocates instead. See what I mean?<\/p>\n<h2>Next Steps<\/h2>\n<ol>\n<li><em>How will you change the words that you use to describe customers and future customers? \u00a0<\/em><\/li>\n<li><em>How might you change the way you talk about what you do inside (an outside) your companies to treat people like humans rather than objects to convert? \u00a0<\/em><\/li>\n<\/ol>\n<p>Based on the words and jargon we use, it\u2019s no wonder the perception of marketers and sellers is negative, and we have a trust gap. It\u2019s time for a change.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How can marketers better connect with people we hope will become our customers? Over the few years, I\u2019ve been researching why there\u2019s such a disconnect between marketing and customers so I can understand how to bridge that gap. Why? Because right now, the trust gap between marketers and customers has never been more significant. For [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":77142,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-77138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Connect Better with Customers with Less Jargon<\/title>\n<meta name=\"description\" content=\"Revisit your sales and marketing communication to describe people in a human way. 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Use empathy build better relationships with your customers!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Insider Group\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-15T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-31T14:51:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/playbook-lead-optimization-1-1-1024x512-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lauren Basiura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:site\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauren Basiura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/\"},\"author\":{\"name\":\"Lauren Basiura\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/d431cb3758ef95fea56f26d2ec4e9c83\"},\"headline\":\"How to Connect Better with Customers with Less Jargon\",\"datePublished\":\"2019-05-15T04:00:00+00:00\",\"dateModified\":\"2024-01-31T14:51:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/\"},\"wordCount\":1029,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/playbook-lead-optimization-1-1-1024x512-1.jpg\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/\",\"name\":\"How to Connect Better with Customers with Less Jargon\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/connect-with-customers-less-jargon\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/playbook-lead-optimization-1-1-1024x512-1.jpg\",\"datePublished\":\"2019-05-15T04:00:00+00:00\",\"dateModified\":\"2024-01-31T14:51:13+00:00\",\"description\":\"Revisit your sales and marketing communication to describe people in a human way. 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