When you’re naming a product or describing what you do, the terms you use are important. Each industry, hobby or interest tends to have its own terminology. Words that mean one thing to you could mean something entirely different to your potential consumer.
In your marketing materials, you’ll want to use terms that are familiar to your audience and that resonate with them. How can you tell what terms mean to other people? Do you need to be a mind reader? Not really. A little market research goes a long way.
Here’s an example. I was working with a Christian business coach who offered “prophetic insight sessions.” She felt this was the best term for what she does. The word prophetic meant something very specific to her based on her religious experience, and she felt married to the term.
Coming from a different Christian background, the term “prophetic” meant something different to me than it did to her. Also, since I’ve operated a cross-denominational site for over a decade, I knew that there are other Christian faiths that might have a problem with her use of this term.
As I said, my client was incredibly attached to the word. She did not want to give it up, no matter how I tried to explain that it could be problematic for her if she intended to market to Christians of various faiths and backgrounds (which she did).
So I suggested we try a little experiment. I posted a question on Facebook and got a discussion going about the word. In the video below, you’ll see the results.
As you can see Facebook is a powerful research tool. Using it, you can climb into the minds of your ideal audience and test titles, words, terminology and much more.
What are some terms that are familiar to you that might not be familiar to others? Are you using them in your marketing materials? It might be worth doing a little research to discover if those terms are resonating with your audience.
This article was originally published on The Future of Ink and is reprinted here in its entirety for our Magnolia Media Network readers.