Have you ever been to the doctor and she says something like “You’ve got a stress fracture in your metatarsal?” and you have no idea what she’s talking about?
Doctors are notorious for speaking in medical jargon rather than plain English.
If you have a stress fracture in your metatarsal it means you’ve cracked one of the bones between your ankle and your toes.
But, if you’re in excruciating pain every time you walk, the diagnosis is secondary to making the pain go away.
Most people experiencing the problem above wouldn’t search online for a metatarsal specialist. They would search for someone (or something) who could help with foot pain.
Metatarsal doesn’t speak their language. Foot pain does.
If you want to attract clients, you need to speak their language, not yours.
How do the people in your ideal audience describe their problem?
Find out and then repeat this back to them in your emails, your posts, and any other content marketing materials.
Show them that you get them and they’ll know who to come to first.
Know Your Niche
Turbocharge your marketing with intelligence on how your target market talks.