Have you learned a language that isn’t spoken by regular people (=consumers)?

TED: So, what do you sell?

LULU: Oh! We have unique, patent pending, proprietary and unique nutraceuticals, the best out there, backed up by medical experts and scientists. And..

What do you want to do now? Go towards this person or away from them?

The CEO of one of the largest advertising agencies in the world said that to create messages that win over consumers,

“You always have to put yourself in the shoes of the consumer. It’s not what we think, it’s what the consumer thinks.” Ann fudge, CEO of Young & Rubicam. P. 33 If My Product’s So Great, How Come I Can’t Sell It?

To the shoes comment I’d add, “It’s not the way WE talk about our products, but the way consumers (normal people) might talk about them.”

Here’s how to test this:

Would you ever go to a GNC store and ask the clerk, “I’d like some unique, patented, nutraceuticals, please.”

Nuff said.

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Kim Klaver

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