Language Matters

Language Matters, Tradie

Think about your language.

In case, you haven’t figured it out already, I’m English and I’ve lived in Australia for a number of years. And I’m not a massive fan of Vegemite

I prefer the delights of Marmite, the spread I grew up with. And I like to say I have my Marmite flown in from the UK because I like it so much. I like to say that because it sounds fun. It sounds a bit like I’m some posh guy having stuff flown in on my private plane. The truth, of course, is that I buy it on eBay and it comes in the mail, which sounds very different. 

It’s not nearly as fancy, is it? 

Both statements though, mean essentially the same thing, and they’re both true. I do have it flown in the post. 

This brings me to my point – the language you use is important, and they influence what your customers think about you and your business.

Recommended Reading: Tradies – Who Is Your Target Market? 

You should think about the language you use to describe your business and your processes, and the work you’re going to do for your customers and the final product you’re going to create for your customers. 

Think words like: 

  • Stylish

  • Luxurious

  • Dream home

  • Custom-built

  • Handcrafted 

I’m thinking of ‘residential type work’ but similar kinds of work apply in the commercial world. 

As I write these, my “you sound like a wanker” alarm is going off. 

I’m feeling resistance to using those words but don’t allow yourself to cave into that resistance because your customers will love it.

Sample Language To Use

Here’s an example to illustrate what I mean.

Instead of, “We’ll build a house to the specifications in the attached drawings,” which is a perfectly reasonable thing for someone to say how about this: “We’ll consult with you in detail to make sure we interpret the drawings you’ve supplied exactly how you want us to so our quote is for the exact home you’ve been dreaming about. When it’s built, it’s everything you hoped for.”

It’s all about perception. How your customers perceive your business informs their decisions and how they perceive your price. 

Put some effort in and think about the words you use in your proposals, on your website, and in your marketing

I can help of course. I’m clearly a language wanker and I’m not a bad coach either so you’ve got some choices.

There are four ways you can engage with me:

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4. Book yourself a 10-minute chat with me. We’ll talk about whether coaching is right for you now and if it is, we’ll go further into the process before you have to make your mind up.

See you later.

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