Who is your ideal customer? If you're a freelancer, a small business owner, or even someone designing or writing within an organization, this is a critical question. But you can't stop by identifying that customer, you also need to understand how to communicate in a way that will resonate deeply. In other words, you need to uncover their "secret language".

On this episode, Jeffrey Shaw shares insights from his new book Lingo about how to uncover your ideal customer's secret language, and how it can unleash your business.

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The intro music for the AC podcast is by Joshua Seurkamp. End remix is by DJ Z-Trip.