The Biggest Mistake You're Making With Your Content
Blogging and articles online (outside of academic writing) tends to have a more casual tone. But when it comes to industry terms and jargon, many content creators miss the mark by using words their target audience would never use.
One of the best ways to reach your target audience is to speak their language. While we may use words like “conversion” and “lead magnet,” your target audience may really be saying that “they want to get people on their email list” or “they want people to fill out the form on their website.” The difference is comprehension and understanding.
A mentor of mine describes it as the difference between “kitchen talk” and “technical talk.” When you use technical terms to describe your target market’s pain points, it is likely to go over their heads as they don’t know what you’re talking about. But when you use kitchen talk, the words they use, it creates a familiarity in your copy and increases trust.
You are truly speaking their language.
And if you want to win the trust and loyalty of those who consume your content, you have to speak their language. One of the biggest pet peeves I have seen in blogging is when a blog, technical or not, uses phrasing uncommon in popular or everyday English.
This makes the content hard to enjoy or digest because the reader is spending too much time trying to figure out what you’re really saying.
So, what’s the best thing you can do for your content? Perform the “average person test.” That simply means running the content through the understanding of the average person. If it is above their heads, then you’ve lost them. Confused customers don’t buy and they certainly don’t stick around for confusing content.
You know what this looks like: it’s the audience surrogate in your favorite TV show or movie that explains, in real terms, what something means. (Think Penny from The Big Bang Theory or Paige from the TV show Scorpion.) Your content bridges the gap between the technical and the everyday and should speak directly to the consumer without them having to consult Wikipedia to understand what you mean.
Keep it simple and keep it functional. Fancy does you no good in these situations.