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Sunday, January 22 2017

Discover Your Real Story

...that drives your life and business.

3-part teleclass series starts Jan 27th.

Go here for details:
Http://www.MyMarketingMessage.com/WhatDefinesYou

Posted by: Maggie AT 06:20 pm   |  Permalink   |  0 Comments  |  Email
Thursday, January 12 2017

Jargon refers to special words or expressions used by a particular group: they may be hard for people outside that group to understand. In copywriting, we're taught to avoid jargon; however there's a place for it.

A problem can arise when we're so used to using our industry terminology and it's become such a part of our everyday way of expressing ourselves, that we don't realize that we may be losing our readers.

When DO you use jargon?

Do your readers or listeners all belong to a specific industry or type of business?

In that case, it's OK. Everyone will understand you. If you're a real estate agent and your audience consists of real estate agents, they'll expect you to use industry vocabulary, otherwise it may look as if you don't know your field.

Similarly, while ordinary folks talk about a "heart attack", if you're a doctor speaking to an audience of doctors, they'll probably expect you to use the term "myocardial infarction ".

Are you writing for a general audience?

In this case, Industry terms will run off their backs like water off a duck. You lose their attention because they have no idea what you're talking about; they're too busy scratching their heads trying to figure it out to read or listen any further.

Or they'll read on but not understand what you're saying because they missed a key concept.

I recently read a piece by a real estate agent where she talked about a Trustee's Deed. Although I could guess at what this meant, I didn't understand it exactly. A one-sentence explanation of the term would have been sufficient to keep my attention.

When you explain complicated concepts in layman's terms, your audience comes along with you.

But If you go above their heads, they'll simply tune you out.

Do your materials use jargon? I'll cast an eye over them for you. Contact me by email at Maggie@MyMarketingMessage.com or at 805 965 9173 and let's talk.

Copyright 2017 Maggie Dennison

Posted by: Maggie AT 02:36 pm   |  Permalink   |  Email
Wednesday, January 04 2017

Marketing wisdom says that you engage people with stories.

Stories about client successes.

Stories about the ups and downs of your life and the marketing lessons you learned from those events (although those comparisons often seem a bit contrived to me: "the dog threw up on the carpet this morning and here's what that taught me about marketing!")

But the biggest story often gets left out.

It's the one about the deeper you, the raw truth of who you really are.

This goes beyond the surface events in your life. That would be too easy.

Instead, it's about the profound level of the story that underlies your life, and drives your life and business - whether you're aware of it or not.

It takes some digging around to discover what that is. Once it's clear, you'll see how knowing your deep story can:

  • add more dimension to your life
     
  • change how you connect with prospects and clients
     
  • determine the image you present to the world
     
  • shift how clients, friends and family perceive you.

For conscious entrepreneurs who want to feel authentic in their lives and businesses, this can be a missing piece. Often it's covered up with guilt, shame or other strong emotions.

Once you know and accept your story, you can put it into language that your audience will understand.

And at last the 'real you' can take center stage in your life and business.

Copyright 2017 Maggie Dennison

Posted by: Maggie AT 10:30 pm   |  Permalink   |  0 Comments  |  Email
 

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Maggie Dennison, M.A

My Marketing Message
Writing and Coaching Solutions For
Independent Professionals and Small Businesses

 

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