“Traffic” is one of the most frequently used words in the Internet marketing advice world. A few headlines from recent emails include: “How to drive traffic to your site.” — “Where does your traffic go?” — “Earn more from your web traffic, and “Get insane blog traffic free.”
A couple of weeks back I was preparing a speech for a group when I realized that “traffic” was a poor choice of wording for a group that was looking to fill their group with paying members. The more that I thought about the concept of “traffic” verses “audience or group,” the more I realized that the word “traffic” is impersonal and generates negative images (traffic jam, caught in traffic) while the word “audience or group” is positive (the audience loved the concert, an excited group reaction).
Sometimes the words that we use to describe what we want to achieve actually get in the way of us generating the results that we want. Thinking of people attending your blog or coming to your website as an opportunity to cultivate a group member is a subtle but effective way to improve your communication with your prospects and increase your customer base by changing your words.