⚡️ Marketing Upgrade: Tactical Jargon


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Estimated time to read: 1 minute 41 seconds.


1 Concept or Framework

Tactical Jargon

In 7 words

Carefully include words that repel wrong-fit customers.

Dilemma: You don’t sell to everyone. But is your marketing attracting people that have no business being in your world?

Your marketing should actively repel people if:

  • You sell to a narrow market
  • Your marketing content is irrelevant to a broader audience
  • Wrong-fit customers will have a bad experience

Otherwise you risk wasting money reaching the wrong customers.

Solution: Adjust your copy so that anyone outside your niche clicks away.

Common copywriting wisdom says you shouldn’t use jargon.

Except — jargon may be a useful tool when used sparingly.

You can think of this as “Tactical Jargon”.

3 Ideas to Implement

1

Use gatekeeper ads

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.


2

Repel wrong-fit customers from your homepage

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.


3

Use industry-specific product names

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.

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