Have you ever stopped to consider how much of an impact words have on us?
Words start wars.
Words start families.
Words make people lots of money when used correctly.
Why then, do so many people tend to use generic words when they describe what they do?
We recently launched an new campaign for a business coaching franchise called Ideal Coach.
The founder told us during our discovery meetings that his program is specifically designed for people who have had prior “life” experience in a job or business and been successful.
He noted that his younger clients simply didn’t take as well to their training and programs.
So as we began to build out the digital property, we elected to modify the words to speak to the audience which he feels are the best candidates for their service.
A much more focused message and high conversion rates.
Here’s an example of how we crafted a message specifically towards this audience:
If you browse the website, you’ll see the language tailored to the needs of his clients which are different from the motivating factors for the 20-something crowd.
Take a look at your marketing verbiage.
Is it tailored to everyone, or to your best audience?