You know how every time you enter your name and email onto a website you’re now on someone’s “List”?

I was on the list of a nutrition counselor. Every day for a full week she sent me videos where she talked about the evils of food. When I watched her last webinar she let me know that if I continue to put sugar in my tea in the morning I’ll be killing myself, it’s my own fault, and, by the way, I’ll never be a size 2 like her.

I turned off the video, hit “unsubscribe” on her email, and a made a bee-line for my fridge. I pulled out some leftover pizza, which I ate cold while standing at my kitchen counter.  Didn’t even heat it up.

Now, maybe she didn’t really say those exact words, but that’s what I heard. And, since she seems to enjoy a certain level of success and popularity, that’s probably not what her fans and paying clients heard her say. So, maybe that means I wasn’t her intended audience after all.

It’s not what you say, it’s what people – who might possibly be your potential clients – hear.

When you reach out to them your words should help make a connection designed to move them along the path towards being your customer.  But sometimes the words you choose can get in the way. Know your audience and use your words with intention.

Here are a few quick steps you can take to review your messages and ensure you don’t alienate the people who may want to do business with you.

1. Check for sensitivity. Can anything you’ve written be construed as politically incorrect, insulting, or insensitive? If you’re not sure, get a second opinion.
2. Are your words approachable or are they critical and preachy? Know who you’re talking to and gauge your tone appropriately.
3. Is your language geared towards your audience? Do you sound too professorial, or are you too relaxed and casual? (A few months ago I stumbled across the website of someone selling web design and content creation services. She told her audience that by working with her she could make their site look “totally profesh . . .” I am not her target market.) Try to read your text through the eyes of your desired customer.

Bonus Tip:

If you communicate through audio or video, what is the timbre of your voice? Do you sound self-righteous or inviting? Are you subconsciously stressing or adding intonation to certain words, possibly changing the meaning or tone of your delivery? Record yourself and listen. Better yet, record yourself and have someone else listen.