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When was the last time you bought something, and felt totally out of your element? Maybe it was a computer, or some sort of health care product. Whatever the case – it’s important that the salesman is able to strike a chord without sounding patronizing.

If a computer salesman has a non-techie customer in front of them and launches into a speech about the size of the RAM, it won’t go so well. If a health care supplement provider lists the ingredients without the benefits, it may likely fall on deaf ears.

They may be so psyched to share how the sausage is made, that they fail to realize much of that information is irrelevant to the customer. This is especially true in the creation of marketing content. Your customer needs to feel like your product is the right one for them and their lifestyle. Whether you are writing landing pages, sales letters, website content or blogs, your customers’ needs are at the forefront of what you do.

It’s true no matter how you choose to relate to your customer.

Your Buyer Has to Feel Good About their Decision

There’s such a thing as the knowledge gap. As the business owner, you have all sorts of specialized training. Maybe you went to college to do what you do – you may even have an advanced degree. In other circumstances you may be self-taught or complete some sort of certificate program in order to run an efficient business.

Some businesses are aware of all this added knowledge and think it will be completely uninteresting to their audience. This is only true if it’s not immediately correlated with their specific situation.

Your customer likely doesn’t know what you know – but if you can guide them through the purchasing process and show them what to look for, they’ll appreciate you for it. It’s worth noting that your customer’s not dumb though, and they don’t like condescending talk.

Here’s what you can do to write more customer-friendly content:

  • Identify with the customer’s problem. There’s a reason they sought you out, and there’s a reason they’re interested in what you offer. If you can empathize with their problem, show them that they’re not alone, and proceed to position your brand as the solution, you’re on your way to a successful interaction.
  • Find other ways to explain your products and services. A few months back I was in the market for a computer. I’m a moderately techie guy, but I marveled at the salesman’s explanation for processor speed. He compared the computer’s ability to function, to eating a bowl of cereal. Your ability to efficiently eat a bowl of cereal depends on how quickly you move the spoon, and the number of Cheerios on that spoon. It was the perfect way to think about the processor. If your product or industry is complicated, how can you break it into a comparison your customer will be familiar with? How will it impact them?
  • Understand the difference between features and benefits. A product feature is an ingredient or spec. In the computer example, it’d be him telling me the size of the RAM, and the type of processor. The benefits are what your customer is really after. How will a better, faster computer benefit them?
  • Ask about your customer’s lifestyle. Ask them what the intended use is for the product, and match them with the best possible choice. The computer example is an easy one to stick with, here. “If you are using your computer for video editing, then the MacBook Air would be the best choice for you.” Now they feel like they have the best possible product for what they do.

“Think through the paths that lead someone through their experience with your product or service and find ways to make that person feel smart.”

Chris Brogan

By employing some of the techniques above in your marketing copy on a regular basis, you can keep people invested in your message, and make them feel good about buying.


No customer wants to feel dumb as they navigate the marketing or sales process. If your company’s marketing content is largely written to try and make you feel smarter, it’s likely not going to resonate with the audience and you may likely lose customers in the interim.

Your buyer needs to feel like they are making the right decision by going with you. This only happens when they feel smarter for their decision.