When I go to Dunkin Donuts I ask for an iced coffee with extra extra.

When I am working with a printer, I ask if they want their files in EPS and converted to outlines

While getting a haircut I tell them I want a 2 on the sides

All of these are examples of ways in which I speak to my audience. It’s a way of simplifying talk to help them understand what I want in their own ‘language.’

In your marketing efforts, do you find you speak to everyone in the same language? If so, you are missing an opportunity.

Computers and the Internet have allowed us to speak to our groups differently whether we are communicating to them through email, advertisements or direct mail. Finding ways to communicate to them in their own language not only positions you as an insider but it spikes the interest of the reader.

These groups can include school organizations, social community groups, churches, professionals clubs and online groups.

There is an agent in Texas who regularly markets to physicians in her area. On her most recent direct mail piece she stated “House hunting shouldn’t be like back surgery.” She also targets dentist with a similar by saying “House hunting shouldn’t be like pulling teeth.” I've also seen a real estate professional target dot-commers in the Silicon Valley with a direct mail piece that read "Get Your Real Domain Through Me."








How do you speak to your interest groups?

Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing. The book can be purchased on MyBlueGoose.com or Amazon