GROWTH
Lost in Translation
Speaking the wrong language can alienate your customers
They spoke with great flair and delight,
But the message just wasn’t quite right.
Their words were a mess,
Leaving users to guess,
Now they’re out of mind and out of sight.
"Lost in Translation" describes the disconnect when a product’s messaging doesn’t resonate with its audience. This miscommunication results in potential users misunderstanding or overlooking the product's key value, whether due to excessive industry jargon, technical language, or a company-centric perspective. A failure to communicate in a customer-centric manner leads to missed opportunities and a lack of engagement.
Symptoms
Confused Customers. Customers don’t fully grasp what the product is or how it benefits them. They may disengage or choose a competitor whose value proposition is clearer.
High Bounce Rates. Website analytics show that users are quickly leaving landing pages or product descriptions, suggesting that the message isn’t resonating.
Low Conversion Rates. Even when users engage with the product, they fail to take the next steps—whether that’s signing up, purchasing, or requesting more information.
Frequent Misunderstandings. Sales and support teams may report frequent conversations where customers misunderstand the product’s capabilities, leading to frustration or misalignment of expectations.
Consequences
Lost Sales Opportunities. Poor messaging results in missed opportunities for conversion, as customers fail to see the relevance of the product to their needs.
Brand Erosion. If customers are consistently confused or misinformed about your product, they may associate your brand with a lack of clarity or credibility.
Wasted Marketing Spend. Money spent on marketing or advertising is wasted if the core message doesn’t resonate. You may drive traffic to your site or product, but without clear messaging, those leads won’t convert.
Recommendations
Adopt Customer-Centric Language. Craft your messaging from the customer’s perspective, focusing on the value they will gain from using the product. Avoid jargon and internal language that may not resonate with your audience.
Test Messaging Regularly. Use market testing to experiment with different messaging approaches. See what resonates with your target audience and refine the language over time based on feedback and data.
Train Your Sales and Support Teams. Ensure that customer-facing teams are aligned on the core messaging and know how to explain the product’s value in simple, relatable terms. They should act as ambassadors for clear communication.
Create User-Friendly Content. Supplement your product’s messaging with user guides, FAQs, and explainer videos that help customers understand the product more easily. If the value isn’t immediately clear, these resources can bridge the gap.
Being "Lost in Translation" can cost your product customers, growth, and market share. By speaking clearly, focusing on the customer’s perspective, and emphasizing benefits over features, you can ensure that your messaging resonates and your product stands out. Remember, it’s not about sounding smart — it’s about making sure your users feel understood and valued.
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