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Wednesday, Aug. 11, 2004 at 8:02 pm

When Your Customers Speak English and You Don’t , Website Conversion Will Suffer

By Persuasion Architects
August 11th, 2004

Not Speaking EnglishAs a persuasion architect it is my job to ‘translate’ industry and insider terms used by our clients and help them communicate the benefits of those terms and features in a way that will best appeal to a persona’s motives.

It is now my mission in life to sign this company (wmv download) up as a Future Now client and charge them by the word. Then our team can start looking for places to retire.

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Comments (8)

  1. That is amazing. It seems too ridiculous to actually be true. You could truly retire after charging to translate that speech.

  2. It certainly is ridiculous, and funny. As far as my research can tell this video was created as a spoof but even so thought it a perfect example of ‘how not to talk to your customers’.

    Thanks for your comment!

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  4. This could be a huge problem, there has been a time that I have been to a site and its in a different language, that I have left straight away, there is nothing worse that finding a topic that you can’t take part in.

  5. Thank for this article.

    I weak in English too.

  6. This really applies to dating profiles too, the spammers are very easy to spot when their English is broken. It is essential to be fluent or have a editor who is fluent in your target customers language.

  7. Communication is crucial for building relationships. In addition to speaking the same language as your customer, I think it’s important to use terms appropriate to your target audience, e.g. technical jargon for industry folk but “simple” terms for laypersons.

  8. @cphq exam resources – It is important to use terminology your audience will understand. Don’t forget to account for geographic differences in terminology too (eg. some part of the US say “pop” while others say “soda”; in the US we say “trunk” but in the UK they say “boot”).

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