When a company works in an area where a product or service requires special knowledge, it becomes a real challenge to explain to the client what exactly they are being offered. Especially when it comes to technology, IT, marketing, analytics, medicine, or law. How to be clear to people who are far from professional terminology, but at the same time are interested in the result?
In this article, we'll take a step-by-step look at how to explain complex tasks. services in plain language so that you are heard, understood and wanted to work with you.
Understand who is in front of you
Before writing a text, creating a presentation, or preparing for a meeting, it is important to imagine who will be on the other side. Your client is not an expert. They don't have to know the difference between CMS and CRM, or understand what an API or SEO optimization is. It is important for them that the problem is solved, the task is completed, and the result is clear.
Think about the difficulties that a person faces. What's his pain? Why did he contact you? If you start the conversation at this level, the bridge between you and the client will begin to build.
Speak human language
Don't try to sound smarter than you need to. Complex words, specific terms and phrases from professional usage are more often repulsive than impressive. It's better to talk to a client like a friend who has asked you to explain what you do.
Instead of “developing a corporate website with CMS integration and responsive layout”, say:
"We make websites that are easy to update and look good on your phone, tablet, and computer."
This explanation makes the service closer. The client doesn't feel stupid and isn't afraid to ask questions.
Examples instead of definitions
One of the easiest ways to explain it is to use a live example. It can be a story from practice, an analogy from everyday life, or a situation that is easy to compare yourself to.
Let's say you are setting up advertising campaigns on the Internet. You should not load a person with technical nuances. You'd better tell me:
"We make sure that your ads are seen only by those who are really interested in them. It's like putting a concert poster on the exact street where fans of this music go."
This image evokes emotion and creates a visual image. This means that it helps you understand and remember.
Avoid abstractions
Phrases like "improving efficiency, "" optimizing processes," and "increasing loyalty" don't work if you don't explain what exactly is behind them. Explain what you do in practice and what results the client gets.
Instead of "increasing sales through automation," say:
"You will no longer manually process orders — the system will do it for you, and you will be able to focus on the business."
Specifics are your ally. It makes the complex simple, and the invisible tangible.
Divide it into small steps
When the service is large or involves several stages, break down the process into steps. This creates a sense of clarity. People are afraid of the unknown, especially when it comes to money and time. The more transparency — the higher the trust.
For example, if you are engaged in legal support, please write:
"First, we will study your situation, then we will prepare documents, and if necessary, we will represent your interests in court. All this is done under the same contract — you don't need to look for different specialists."
The person understands what will happen. And that it wasn't as bad as it seemed.
Use visual metaphors
If your service is really complex and doesn't lend itself to a short description, include a visual image. It can be a comparison with something known:
Setting up ads is like setting up a stove: you can burn them, or you can cook the perfect dinner;
SEO is like setting a route in Yandex. Navigator: the more accurate the route, the faster the client will reach the goal;
Software development is like building a house: you can't start without a foundation and blueprint.
Such images are understandable even for children. But the task is not to simplify to the primitive, but to make it clear.
Ask leading questions
When you're not sure if a customer understands you, don't be afraid to ask. Just not in the "is everything clear?" format, because almost always the answer is silence. Please specify:
"How do you see it?"
"Do you have a similar experience?"
"Which of these things seems most useful to you?"
Such a dialogue helps build mutual understanding. And you'll quickly see where you need to explain things differently.
Compare before and after
Another powerful way is to show how it was and how it became. This works better than any description.
For example:
"Before: you manually respond to all requests and lose customers if you don't make it in time. After: the bot processes requests around the clock, and you get a list of warm clients by morning."
These are not just words — they are a scenario that the client can try on for themselves.
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