To read Nader Anise's bio on Wikipedia, go to:
Dear ,
You know your business well. Very well.
You know all the jargon, all the "insider" terms, all the ins and outs.
That's good.
What's not good is when you assume your prospects and customers have the same knowledge as you.
Sometimes, instead of selling, you end up confusing (lawyers, doctors, engineers and CPAs are notorious for doing this).
Such is the case with the ad you see above.
Back In the Day...
When businesses advertised in the Yellow Pages book (very old school), lawyers were usually the biggest advertisers.
But you have to wonder what the lawyer in the above advertisement was thinking.
Look at the section under "Criminal." Do you have any idea what all those abbreviations mean?
I'm a lawyer... and I barely know! :)
Clearly, he wanted to squeeze as many words as possible in a small space. But instead of communicating the types of crimes he defends, he ended up making the reader scratch his head and say, "Huh?!"
That's a big no-no.
No matter what you do in your business, no matter what the ad, no matter what the interaction, always remember to keep your communications at a basic level. Speak in terms that everyone will understand -- and don't assume anything.
And... if you must use complex language or "insider" terminology... make sure you explain what things mean. Your customer will appreciate it. So will your bank account.
Until next time...
In the meantime, K.I.C. (Keep It Coptic!)
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com.
Nader
Founder of the Coptic Chamber
ABOUT NADER ANISE
For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today.
Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate, education, insurance, construction, internet, telecommunications, manufacturing and many others.
Nader has trained over 25,000 business owners from all around the world on sales and marketing.
To read Nader Anise's bio on Wikipedia, go to:
3 AMAZING FACTS ABOUT NADER ANISE, ESQ.
FACT #1: In 2001, Nader wrote a one page press release that generated over $2,200,000 in free national publicity.
FACT #2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising."
FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of nine words, including, ONE key, riveting word.
(BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..."
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