Allow me to climb on a soapbox for just a minute. Here’s my beef: the people you market to? They’re just that — people. They communicate all day long in people words, words like “take out the trash” and “what time is dinner” and “hey, stay in your lane.” But for some reason, when it’s time to communicate a principle in business, we find it necessary to use some other language, language like:

“The foundation of Website conversion optimization is content that maps to your prospects’ needs in key buying cycle stages.”


No, I’m not making this up. I read this line 3 times when I encountered it on Twitter this morning. And I still don’t know what it means. I think that I should make sure that people can find what they want to buy, when they’re ready to buy it. But, then again, I’m not sure.

What if we spoke like this all day long?

“Please facilitate the de-putrifying of the waste receptacle by removing the contents that are sealed in an appropriately leak-proof polypropylene liner and placing them in a location removed from the original.”

“Please forward the ETA for our planned evening sustenance at your earliest convenience.”

“Your vehicle is taking a path that, projected out 500 yards, seems to indicate a deviation from its intended route, thereby necessitating appropriate action to avoid a delay in my forward progress and associated bottom line ramifications.”

We would agree that sounds ridiculous, but we continue to “marketing speak” to our audiences. May I challenge you to speak as plainly to your customers and prospects as you do to your friends? It will make everyone’s life a little easier. And it might even lead to a sale or two. Or should I say “customer conversions that show a good chance of increasing the prospects for the continued and sustained growth of the bottom line.”