Talk Their Talk: Ditch the Jargon to Win Customer Connection

Cracking Copy

Picture this: you're slumped in your cubicle, encased by soul-crushing blue felt walls, staring at a blank screen. Another day, another thrilling attempt to “leverage a strategic approach” to funnel leads and convert them into buyers of your iconic English Test product.

Now scrap that depressing scene - rip it up and bin it! Because some companies? They do things differently...

Ella Hoyos welcomes Rachel Exton, Vice President of Marketing at Pearson, to Cracking Copy talk about the transformation that comes from ditching corporate speak and tuning in with the natural language of your customers.

Rachel shares her inspiring journey from Dyson to Pearson and delves into the mission of making English language learning accessible worldwide. Discover how Rachel's passion for storytelling and simple, relatable language drives engagement and conversion.

In this episode, Rachel discusses the power of reframing marketing jargon into consumer-friendly language, drawing from her experiences at Pearson. You’ll hear about the innovative 'help me discover, choose, buy, stay' model and its impact on creating genuine connections with consumers.

Rachel also shares insights into the transformative shift from calls to action to calls to outcome, highlighting the importance of putting the consumer first.

Whether you're a small business owner or part of a large corporate team, Rachel's practical tips on storytelling, market research, and simplifying strategies offer valuable takeaways for all. Tune in to explore how universal principles of effective communication can be applied across different scales and industries.

Don't forget to subscribe to Cracking Copy for more episodes filled with golden nuggets and inspiration for writers in business. Stay tuned for future episodes by hitting subscribe and check out our show notes for additional resources.

Contact Rachel Exton

Connect with Rachel on LinkedIn https://www.linkedin.com/in/rachel-exton-56796b2b/

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Ella Hoyos and Minnie McBride are co-hosts of this podcast. We are professional copywriters and marketers. We deep dive into a different aspect of copywriting in each ‘snack-sized’ episode so that we can help you become better writers for your business.

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