Think like a prospect. Tell a great story. An interview with Native Tongue author, David L. Goet
How do you position your cause or service in a way that says what you do but also connects with the person you want to reach? In Native Tongue: Translating Your Message into the Language of Prospects, marketing strategy consultant David L. Goetz makes the simple point that prospects don’t speak the language of the organizations trying to market to them. Goetz argues that the only “language” that a customer understands is her experience of you— what he calls the Truth.
- So, what is the Truth?
David Goetz: The Truth is simply how you are currently perceived by your clients or constituents. And more specifically—by your most recent clients or constituents. They perceive your cause or service as it currently is. The hard question is this: Is the current perception the one that you really want to portray? If not, you have some work to do.