Parents Just Don't Understand
I have always joked that my parents don’t understand what I do. But lately I’ve realized this isn’t actually all that funny. If they don’t understand it, that means I haven’t explained it correctly. So the fault doesn’t lie with them not understanding technology or any other ageist trope, but in me not having a clear message about what I do.
Trapped in Our Bubble
Sadly, this is a plight that affects most of us. When you work somewhere or you have your own business, you’re immersed in your own small universe. You all speak the same lingo, travel in the same circles and rarely interact with those outside your sphere of business. And while this might be great when you’re talking to current customers or vendors, when you need to attract new people, it’s a whole other ballgame.
These people don’t speak your lingo and aren’t immersed in your world. They’re essentially aliens, coming to your planet for the first time. They know nothing of your ways. So it’s your job to make sure that your message is clear to them. That it speaks so clearly to what you do and what you can do for them, that there can be no confusion.
The Jargon Rabbit Hole
This is why when many organizations craft their own messaging, they go down the jargon rabbit hole. To them, their message is perfect and on brand. When they read it, it resonates. But to an outsider, it’s anything but.
Think Outside the Bubble
I often tell clients that if I don’t understand what they do after a cursory glance at their website, no one else will either. An outside perspective is vital for any business, new, established or evolving. It’s so important to always be assessing your message from the perspective of an alien and ensuring that even less than intelligent life can explain what you do and what you offer.
Do you need a content assessment?