I had a conversation with George Tabah, a friend from our McGill Toastmasters club about how to grow a business and how to communicate with clients. This is his answer.

Define an audience

You have to determine who is your target audience, who are you talking to, who do you want to buy your product. You have to adjust language and tone according to the client. If you know who is your audience, you can make a better decision on what information to include in your written material.

Speak in your customer’s language

If a person visits your website, they already have something in common with you or your product, there is already the beginning of a relationship.

Your language has to be inviting, without jargon or complexities, prioritize the pronoun “you,”  try to speak in a conversational tone, so that the reader feels that he/she is having a conversation with a friend. Only use technical language when you have a technical audience.

What’s the benefit of using your product or service

Everybody is self-interested. They want to know “What’s in it for me?” If you can tell them in a clear and concise way how they can benefit from your product, and your price is within range, and they know you, like you, and trust you, then you have a client for life.

Check out this video in which Steve Jobs

1. Define an audience,
2. Speaks the client’s language, and
3. Show the benefits of using his product (1,000 songs in your pocket).

Ohhhh, and he’s not wearing a suit.

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3. 039 Julian Haber, A Field Guide for Freelancers in the Gig Economy

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