Understand Your Buyer > How To Engage > The Definition Effect
What is it?
The Definition Effect is all about having a simple and pre-prepared definition for the common words, phrases and concepts you use – especially if they are made up words, or slang.
Why does it work?
It works because even if there is an “actual” definition for the words you are using, by having your own, simplified and modified definition, you can not only reassure your buyer that you know what you are talking about, but also ensure they understand.
An example of this would be the definition of a Clear Sales Message™:
“It’s all about explaining what you do, why that matters to your clients and why they should choose you over the competition.”
It doesn’t have to be a direct definition, it’s often a more common parlance means of explaining things so that even if someone guesses – they would be correct.
How can you use it?
If there are any words, phrases or concepts that you use in the course of your business that often result in puzzled looks or questions from your buyers – or if you know yourself that you struggle with certain explanations, then take the time to create a simplified definition that explain what your talking about so even a child could understand.
You can also provide a “definition” for your brand name and what it really is, means or stands for:
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