Break the communication barrier between you and the client

I’ve been working on a few projects for some friends who’ve been focusing on expanding their business (These friends reached out to me (Blog on that later)). Sometimes communication can be clear as a white table…. And sometimes clear as deciphering an ancient tablet.

Not everyone uses the same terminology you’ve learned as a legit marketer even though the words you use are the correct ones. Be it friends, family or a business owner these individuals will most likely have a different native tongue and both of you have to navigate this communication barrier.

Let me tell you a couple things that helped me out during the projects:

1. Understand the clients terminology

• The client's communication will be different and to try to make them understand the correct terminology is like training a child to potty train. Headaches, frustrations, and effort, except this is not your child, it's an adult that asked for your services, not a coaching course on how to be corrected each time they use the wrong terminology.

Transfer their meaning of the word into your terminology that will only be for you to know.

Example:

You: “So you’re looking to create a landing page right?

Client: “No, i'm trying to create a website with one page that people can go to after they click a link inside the email with the goal of buying a product, then after it’ll go to the main website’s shopping cart for the purchase”.

You in your head: “That's a landing page, ok I get what they mean, just don't correct them and go with it”.

You: “Got it, so a single website page that people can go to in order to buy your service or product?”

Client: “Exactly”

(You CAN educate them as you get closer to the end, just don't be an ass about it.)

This does happen, but, the more you do this the better you will become, not only that, but the client will appreciate that you met them on their court and it helps your ego if you have one.

2. Remember and write down key words the client repeatedly says

• It's a habit, a human condition we will have until the day we die. If you’re married are there certain traits, words or behavioral patterns your significant other has? What about a best friend you’ve known since kindergarten days, a family member? How about yourself?

A client is no exception to the human condition of habit. For this particular Blog Post we focus on the words (Tone, Body language etc.. will be another time).

Example:

You: “It seems that the focus of this email campaign is to bring in more exposure to the business rather than sales?”

Client: Yes, i want to be able to have more exposure and influence around the area”

You: Ok, so here’s what I was thinking we could do”. (You talk about your strategy)

Client: “Ok seems like a good way to gain exposure, i really want more influence around my local area for long term profits.

They don't always have to say the words so many times, but if that single word does pop up more than any other, then you’ll have a good idea what they really want.

3. Just ask what they mean

• It’s as simple as that, just ask if you understood right. This will save you a lot of trouble and embarrassment in the future. The biggest fear most of us (Yes I put myself in that category) have is that we dont want to look like we dont know anything even though this is what we do, I was pretty insecure myself, but it's even more unprofessional if you dont ask. Because now they’ll think you understood them and you’ll go on with the project with doubts, worries, no direction and at the end with horrible results which will ruin your reputation. You both lose.

Example

You: “Let me repeat what you said to see if I understand what you want. (You explain)

Client: “No” (They then explain themselves)

You: “Ok got it, glad i asked”

This is a fantastic way for not only you to understand your client, but to understand how people think and respond which will in return help elevate yourself to become a better copywriter.

I give you a challenge, because I know you can do this

Practice with family and friends to get an understanding and break the communication barrier and have fun with it!

(P.S. even something as “Hey go get that thingy over there from across the room” is a terminology in people’s mind.)