By Kevin Nunley
Have you ever been in a situation where you didn't understand what the other person was talking about, but were afraid to say so? Doctors, teachers, computer pros, and other experts often talk over the heads of the rest of us. Their specialized professions require lots of jargon that isn't familiar to a general audience.
It's very important to talk and write in language your audience will understand. If they are specialized in a particular area, you can use some of "their" words to show that you're on the same page.
Last night, the number one rated TV newscast in our town did a nice story on an important medical research project. When they interviewed the doctor, he used medical terminology that seemed awfully hard to understand. He left his audience in the dust and the TV report did him little or no good.
Before you write an ad, meet with a customer or address the media, practice telling your information in a way even your mother could understand. Many professional writers and speakers refer to that as the "Mother Test." It's a handy trick that never fails.
And while you're at it, why not take advantage of the marketing ideas all around you? Recently, a local business person looked at the hundreds of books in my office and remarked, "Gosh, I guess you have to read a lot to be a marketing expert."
I had to chuckle. "There's no reason trying to reinvent the wheel, " I told him. "You can find thousands of great marketing ideas in books."
You don't need a lot of time or even be a person who likes to read. Since most business books are designed for rapid reading, you can grab a good marketing book and skim through it for the best ideas.
Some of "best bets" include the Guerrilla Marketing books by Jay Levinson (all available for around $10). Robert W. Bly has written dozens of great marketing and advertising books--all fun to read. And for lots of how-to detail, you can't beat the big books by Jeffrey Lant.
While there are some good $300 binder-book programs out there, I've found most to be a compilation of the smaller, cheaper books listed above. Check out your local library to view these titles. And you can always read the free outlines and reviews available on amazon.com.
Good luck with your marketing program.
Get Kevin Nunley's new book, 101 BEST BIZ-TIPS--POWERFUL LOW-COST WAYS TO PROMOTE YOUR BUSINESS. $14.95 ppd. You may order by phone to (801) 253-4536 or via email to DrNunley@aol.com. Orders through postal mail should be sent to:
Kevin Nunley 9699 S 2810W S. Jordan, UT 84095
Be sure to visit Kevin's web site at: www.DrNunley.com
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