David Ogilvy, called The Father of Advertising, said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think. We try to write in the vernacular.”
How many times have you landed on a website that made your eyes glaze over and your brain turn to mush because the writing was full of jargon or just felt like it wasn't directed toward you? How long did you spend on that site?
To make your prospect stick around long enough to hear what you have to say, you’ve got to speak their language. Here’s how to learn the language your prospects speak.