Are prospects really listening to your story?
In Native Tongue, messaging strategy consultant David L. Goetz argues that if you’re having trouble landing prospects, it may be because they don’t speak your language. Often, organizations narrate the story of their products or services with a unique vocabulary, and the color is lost on a prospect. Goetz argues that the only “language” that a customer understands is her experience of you. And that is the Truth. Native Tongue makes the simple point that your messaging strategy should begin with the Truth.
Narrating your story clearly and simply in the language of prospects is marketing’s most basic activity. With questions at the end of each chapter, Goetz guides you and your team in a conversation about how to tell your story. Native Tongue, a primer on messaging strategy, will help you translate your message into the language of prospects.