Are You Speaking The Language Of Results? By Karen Talavera @SyncMarketing

Are You Speaking The Language Of Results? By Karen Talavera

It’s probably the number one rookie mistake in advertising and marketing copy writing.  It can tank an otherwise exceptional sales offer to the exact right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response.

What is this ill? It is writing or talking about – or to – ourselves rather than our potential and current customers.  In other words, speaking in the language of “me” rather than “you”.

And it’s both so pervasive and toxic that it’s exactly why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you answer the question eternally hovering on the tip of your readers’ tongues: WIIFM? (What’s In It For Me?)

In other words, that you learn to speak the Language of Results.

Okay, What’s In It For Me?

In the spirit of practicing what I preach, what is in it for you to learn the Language of Results and apply it to your marketing?

These 5 powerful benefits spring to mind:

1)    More customers

2)    More sales

3)    Improved customer retention and renewal

4)    Continuous revenue/income generation (fewer peaks and valleys)

5)    Greater buyer satisfaction

The Language De-Mystified

Let’s take a look at a few elements you won’t find in the Language of Results:

Detailed product specs

Lengthy feature lists

The back-story or history of the product’s creation

Your logo

Extensive terms and conditions

Rules and regulations

Don’t get me wrong, each of these items have their purpose and specific place in your marketing.  It’s the emphasis you give them that matters.  These items accomplish other necessary tasks in the sales and marketing process, but will fail when relied upon to answer reasons why, create justifications and motivate response.

Now let’s see some of the components that definitely are part of the Language of Results:

Customer testimonials – the more descriptive of actual results, the better

Images and photos portraying products or services successfully (or beautifully) in use

Reasons to buy – simple “benefits” lists will suffice, but you can go positive or negative here (be careful portraying too grim a picture of not buying)

Outcomes of purchase (guaranteed or not)

Before and after comparisons, stories or photos than illustrate positive transformation

Facts and figures from scientific or other quantifiable studies proving results

Money-back guarantees

The Results, Naturally

The Language of Results achieves two essential parts of the selling process: the creation of promise and the establishment of proof.

The Language of Results is about selling the sizzle, not the steak. It’s about making your value or the value of your product, service or event obvious and apparent.  It’s about the transformational outcome your potential customers will experience when they take you up on your offer and apply what they’ve invested in with you.

Are your opt-in pages speaking the Language of Results? How about your sales and email campaign landing pages? Email messages themselves? E-newsletters? Product launch materials? Direct mail?

Learning to speak the Language of Results is like learning any other language: the more you practice it the better you get. If you’re struggling, a coaching program can help. Click here for more information on coaching by Synchronicity Marketing or to instantly inquire if coaching is right for you.

Meet the author:

Karen Talavera

Karen Talavera

Karen Talavera is an internationally recognized speaker, consultant, professional educator and thought-leader in email marketing. She has been praised as “a pioneer in bringing the power of email marketing to the forefront” and “diligent in staying on top of her field, mastering email marketing not just as a specific practice but also in conjunction with social media and other digital channels”. Karen’s enlightened direct response focus delivers results for clients ranging from ServiceMaster, Texas Instruments, Applied Materials, and the Chicago Convention and Tourism Bureau to associations and solo-preneurs. Karen provides custom email and social media marketing training, workshops, coaching and consulting/advisory services. For a complimentary consult to see how she can best help you, call 561-967-9665 or visit

Connect with: Karen Talavera

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