The tax experts used formal language and formal terms about IRS regulations. Lawyers would do the same the legal system.
We in communications would pontificate about perception, even throwing in some statistics from the latest research.
That was then.
Now is a whole different era. Trust is at a low (read Edelman's Trust Barometer), easy money is over and new politico Donald Trump had made a winning tactic plain talk.
Currently, we run if the professional services representatives talk formally. We interpret formal talk as lack of transparency. And probably associated with high fees. If we are already doing business with such talkers, we start the search for someone who does straight talk.
Yesterday, the tax expert at H&R Block in Boardman, Ohio talked turkey with me. Immediately, I relaxed. I had complex problems. She walked me through my options without one official term for whatever. You bet, I will return to her next year.
In 2017, when pitching, I leverage the language of results, not communication theory. And I position and package that as choices prospects can or cannot take. Yes, the sales process is also interactive. If you do this, that is bound to happen. So, how do you feel about that?
Takeaway: Professionals can't talk like professionals.
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