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. [Read more…]