…I know what my clients/patients need.
This is a big mistake that the majority of businesses make. You shouldn’t assume that you know; instead, ask them what they need. I know: It’s an old way of thinking, asking them. I can help you with strategies for asking your clients these questions so that you get the results you need. If you are interested in learning more about my coaching and strategy services, schedule a call with me.
…Everyone knows industry standards.
This is a huge issue! I encounter this all the time, especially in the medical or the health and wellness industry. Why does this happen? Because you know your specialty so well and have worked years to perfect it through school and then in your career. For example, a Nurse Practitioner (or Physician’s Assistant) may assume that her patients know the difference between her and a medical doctor. Not everyone would. I work with a lot of physical therapist clinics and usually, their issue is that their potential clients don’t know they can be seen with or without a recommendation (depending on state regulations) to come to their clinic instead of having to visit a hospital physical therapist. This doesn’t happen only in health and wellness businesses.
…they know what to do next or how to use the technology needed.
If you know your target market really, really well, then you make small assumptions based on that data. The rule of thumb is to write and communicate to your average users’ level without confusing your clients who are not as knowledgeable while not annoying and boring the clients who are very educated in what you do. Communication and your message aren’t easy to gauge, but I can help you with this.
…Everyone knows industry terminology.
This one annoys me as a marketer and a person. Do you know how many different and terminology that are similar but different from industry to industry? Here is a good example of simple industries but different terminology. My education many years ago was in graphic design so I know a lot about design and print and six years ago I was introduced to a new way of defining the design part of a project. My sister, Tracy, had gotten her masters in Instructional Design (my degree was in Design Technology), and she was asking me to let her work on a project based on my business for a class project.
As we were going through the project structure, she mentioned the design process was next and I had to stop her and ask why we would talk about design when we haven’t even talked about how this training module is going to work. I thought we were missing steps! Her response was, “That’s what we are talking about — how it functions and its purpose.”
We were at the same step in the process but using different terminology based on our knowledge and experience. To me, design is when you are putting together the layout and making it look great!
For all these reasons, Nufire Marketing does the writing for you.
You know too much about your business, which makes it harder to think about what a new person learning your business for the first time might not know. Stop assuming all over them and let us help. If you’re interested in continuing this conversation with me, schedule a call.