You have just come up with the one app, software solution, or service that can transform your industry niche. It uses ground-breaking technology that leaves your competitors completely in the dust. It’s easy to use, increases productivity, and saves your customers tons of money.
So why the hell isn’t it selling?
Well, maybe it’s because your brand voice isn’t resonating with the folks who write the checks. There are a LOT of brilliant people out there developing fantastic products, but when it comes time to sell, sell, sell, they just don’t get taken seriously. And why is that?
Well, here’s a quiz: Does your Web site or collateral promote your products as being “awesome?” Do you tell your customers that they’re going to be “totally pumped” about your “rad” new service?
Therein could lie the problem, dudes:
If you’re pitching a product to a 40-, 50-, or 60-year old buyer,
don’t market it with copy that looks like it came from a 4th grader.
Now, lest you think I’m some sort of conservative curmudgeon, I’ll tell you right now that I’ve got multiple tattoos, was once a surfer, and even used to hang out with Courtney Love. . .back in the day. I’m definitely not your Aunt Flossie.
But once you get out into the business world and want to compete and succeed, you gotta just grow up and leave the Fratboy English behind. Don’t get me wrong: Casual is fine. Having a unique voice or vibe is fine. But immature, unsophisticated, and juvenile isn’t—especially if you’re trying to make an impact on potential customers.
And yeah, I was an English Major. 
