⚡️ Marketing Upgrade: Tactical Jargon
Add certain industry-specific words to your ads to ensure wrong-fit customers keep scrolling past while still attracting good-fit customers. Real-world Example: Courtney Malone Photography uses industry-insider lingo in their ad that promotes a guide made for pro photographers called the “Lifestyle Lighting Blueprint.” This ad is very likely to be ignored by amateur photographers who won’t resonate with words like “on location” or “lifestyle sessions”. This keeps those wrong-fit leads from engaging and going deeper into their funnel. I wrote more about this in my recent LinkedIn post.
Your homepage shouldn’t just make it clear who your business serves. It should also use language that’s totally irrelevant for the wrong people. Real-world Example: Parents want resources to help their kids with speech issues. However, SpeechPathology.com doesn’t serve parents – only speech pathologists. So it includes industry jargon on its homepage that repels non-professionals.
A quick way to make it clear is saying who something is for in the actual product name itself. Rather than going with a broader, benefit-focused name, include more specific industry language in your titles. Real-world Example: Consulting Success doesn’t serve every type of freelancer or solopreneur — just consultants (or those seeking to become one). To repel those who won’t get value from their offers, they include ‘Consulting’ in nearly all of their product names. This makes each product much less attractive to anyone who doesn’t consider themselves a consultant. That's a wrap. Have an awesome rest of your day. — Bobby P.S. Hit reply and tell me which idea has the most potential for your business. I'd love to hear from you. The Marketing Upgrade is produced by: |
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Estimated time to read: 2 minutes 7 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. In anticipation of Halloween, my wife and I have been re-watching the Harry Potter movies. I'm full of nostalgia. And with the weather about to turn, I'm looking forward to curling up with my books and some hot cocoa. In other words, I'm ready for the holidays. Want your own...
Estimated time to read: 2 minutes 28 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. My quarterly refresh included a quarterly purge. Goodbye, 20+ email lists. Of course, I’m still subscribed to 23 newsletters. But the email game has never been more competitive. (so thanks for being here) Today’s Upgrade will help you win the battle for the inbox. Want your own...
Estimated time to read: 1 minute 40 seconds Read Online New around here? Every Thursday I send you 1 proven marketing upgrade + 3 ideas to implement it (backed by real-world examples). Subscribe here. Hey, it's Bobby. Some marketing upgrades are bigger and more strategic, like a Story Trove. Others are smaller and more tactical, like today's upgrade. Don't overlook these smaller changes. Because the gap between page visitor and page reader is a chasm that your marketing must bridge. And...