The past few weeks, I’ve been focussing on my business and digging deeper into who it is I serve and how I can help, and of course, that means digging into the language I use to help my ideal customers identify themselves.
I was first introduced to the concept of Pillow Talk by Lisa Sasevich.
Pillow talk is different to marketing speak from marketers and copywriters.
Pillow Talk is the language your customers speak.
It’s what they say to each other when they are laying in bed talking to each other.
For example, “Honey, I don’t know how we’re going to pay the mortgage this month. I don’t know where the money’s coming from for the school fees. I’m really worried.”
Compare this to marketing speak, “Would you like to save x% on your mortgage?” “Are you paying too much for your mortgage?”
Pillow talk speaks to your customer using their language.
It shows them that you know them; that you get them; that you know the conversations they are having with others and in their head.
It also speaks to their limiting beliefs.
When you study copy, you can easily pick the ones that resonate with the customers.
Ryan Levesque, creator of The Ask Method, is a huge AFOL – Adult Fan of Lego. Ryan’s genius is in asking your customers what they think, feel and want. Why? Because that’s where we learn our customer’s language. As an AFOL, Ryan gives the example of people who are Lego fans know that it’s spelt and pronounced LEGO, not LEGOS. According to Ryan, anyone who uses the term LEGOS is not really a dedicated LEGO customer because they would never use that term. It’s fascinating to see the difference. In fact, I recently read an article entitled, “Give Away Your Legos”. The article was about business growth, delegation and leadership. I instantly knew the author was not an AFOL.
Back to you, do you know what your customers are saying when they’re laying awake in bed at night, stressed out and worried about things?
If not, that’s your homework. Go find out.
It’s on my To Do list for the next few weeks, so thank you in advance if I contact you and ask you.
