“brass/mahogany” or “plywood/pegboard”

It is so important in the world of marketing to speak the language of the target. To understand their culture, to use the lingo, to empathize and to listen.

You may be selling a product that works in a variety of categories. But if you are too generic in your sales speak, you will lose the chance to close the deal in said category. So you do your homework and you immerse yourself in the business before you visit or call.

The same goes for your marketing communications materials. Here is an opportunity to show the prospect that you care about their industry, that you understand and that you will listen. So is the industry uber-professional or casual/efficient? Is it “brass and mahogany” or are they “plywood and pegboard.” Is it techy or is it traditional? There is no right or wrong – it is just so important to understand the tone and mood of a client.

So ultimately to soften the beaches properly, you must speak the language as a good marketer in every way possible. The best in marketing communications materials can help you get there.

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