It is a well-known fact that marketers basically speak their own language. This has become even more noticeable with the advent of digital marketing. Sure, business persons are familiar with ROI and privacy policy. However, we often throw around terms like PPC campaign and RTM like everyone should know what we are talking about. It is fine in a marketing meeting, but what about when you are making a pitch to upper management? You cannot expect them to know every marketing term and acronym.

The fact of the matter is that the education level of your customer also matters. That is true of a pitch to a company and also when it comes to selling to a consumer. Your standard customer wants to be able to understand your privacy policy and they want to know what a brand is actually offering. It does not mean that we have to dumb down our language in an ad or a presentation, but it does call for being more explicit and trying to avoid potentially confusing marketing terms.

First of all, we need to recognize that most customers are no longer hearing about a company for the first time from an ad. The Internet and social media has made word-of-mouth recommendations a ubiquitous practice. Unfortunately, it also leads to bad publicity spreading like wildfire. Your company needs to provide consumers with the right information to be interesting and relevant enough for shares, retweets, likes, and other digital referral methods.

The other major factor is that customers want to be educated about products both before and after they buy them. You need to understand the journey that a consumer makes from discovering a product to finding out about the benefits of the product and then finally making a purchase decision. Plus, customers want to know how to use the product when they get home without having to download and read a 200 page manual. Product education now makes up a much larger slice of the customer life cycle and leads to long-term business relationships.