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Do you use marketing language when someone asks you what you do? Do you sound like a brochure instead of a real, live human being? I'm sure you recognize marketing language in other people. Have you ever heard someone say something like "we help our clients find the solutions to their needs" or "we help our clients protect their wealth" or "we provide technology solutions for progressive companies" or some other junk like that? That's marketing language.
The difference between marketing language and real language is that people don't think in marketing-speak. That is, their actual thought processes don't include the words found in marketing language.
So how do you know if what you are saying is marketing junk? It's as simple as asking yourself the following question; "Is what I just said the way people think?" Have you ever formulated your thoughts using those exact words?
Let's use an example to make it clearer. How many times have you stayed awake at night worrying about money? Did you think to yourself, "Gee, I wonder how I can protect my wealth?" Or did you think something more like, "I've worked hard to earn this money. How can I grow it without taking too much risk in the market and without getting killed on taxes?" The first example is marketing language, the second is real English. Do you see the difference?
If you're still stumped, try a great, free service called Bull Fighter. You can access it at [http://www.dc.com/bullfighter] . It will help you get rid of all the b.s., jargon and marketing lingo in your speech and writing. Now, go speak plain English and make more money !!
Will Turner is the Founder and President of Dancing Elephants Achievement Group, a sales training and consulting company. Will has over 20 years of sales and sales management experience and is the author of over 150 sales-related articles and sales training programs as well as the co-author of the book, Six Secrets of Sales Magnets. Will can be reached at Will@dancingelephants.net.
