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Essential Message # 101:
Whose language do you speak?
In Montreal, people call their second home in the country their 'country house'. In Toronto, they call it their 'cottage'. And just a few hours north In Sudbury, it's the 'camp'. If you live in Johannesberg, you go to your holiday house, while Londoners have a holiday home. In California, you might go to the ranch or the beach house.
Imagine you were a real estate agent trying to establish your reputation as someone who really knows the area -- the last thing you would want to do is call the property by the wrong name.
or a holiday house?Consultants have clients. High tech companies have customers. Practitioners in certain health fields have patients.
They might all have the same needs, but they all have different language to describe those needs. This is far more important than most people realize. Sometimes, all it takes is one word to communicate you really don't know the market as well as you claim.
Whether you are an author, a speaker, a coach, a consultant or any other independent professional, your ability to establish credibility is directly related to your ability to speak your target group's language. That's why language is one of the most compelling reasons to specialize by specific target group.
Whose language do you speak?
Essentially yours,
P.S. Have you ever heard a word that's perfect in one market, but totally wrong in another market? Let me know!!
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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