Coming January 30th, 2018………

LINGO: Discover Your Ideal Customer’s SECRET LANGUAGE

and Make Your Business Irresistible


Is the world getting larger or smaller?

If you’re in business, it’s hard to tell. The world is getting larger in that it’s never been easier to reach a worldwide audience. But smaller because you have to be more specific than ever to connect with your ideal customers. Buyer personas, avatars, demographics, and even understanding customer behavior is not enough anymore.  Providing excellent customer service isn’t sufficient; businesses must become customer-centric. In this selfie-obsessed, autonomous society, consumers no longer want us to create experiences for them. They want to create their own experiences.

The best way to stand out, attract and maintain your ideal customers, connect deeply, and make your business irresistible, is to know your ideal customer’s LINGO. Their Secret Language. Every socioeconomic, geographic, and demographic market, has a Secret Language. A way of communicating that when applied in marketing causes people to feel like you “get” them and they “get” you in a way no other business can. The result is a business which busts up the 80/20 rule so that almost all your income comes from your “ideal customer”, is highly profitable, and easier than it’s ever been.

Jeffrey Shaw speaks at events, for association conferences, and at corporations on discovering the Secret Language of target markets, how to develop a brand identity that speaks to the right audience, and a marketing strategy in the right LINGO for the ideal customer.

LINGO: The Secret Language Marketing Strategy

Speaking the Secret Language of a target market is more than a concept. It’s a strategy that once applied, makes a business instantly recognizable to its’ ideal customers, makes financial concerns practically irrelevant, and creates a loyal client base.


In this keynote, Jeffrey covers:

♦  The 5 Steps of the Secret Language strategy
How to create a Stand-Out Brand
The marketing plan to attract and maintain only ideal customers


Topics include:

◊  Understanding how the world looks from the perspective of your ideal market. Learning how to walk “in their shoes.”

◊  Creating an environment online and offline that is familiar to your ideal customer. Familiarity stands out.

◊  Portraying a style that is recognizable to your ideal customer. Style is a decision maker.

◊  The power of pricing psychology to attract ideal customers. Pricing creates perception.

◊  How to choose the right words to stand out in a noisy and competitive market. Words are the magnet and filter.

◊  Ditching the old idea of niche and adapting to the New Niche which is expansive, not restrictive. Be the go-to expert.

◊  Replacing the 80/20 rule with strategies to assure that all customers pay off. Business becomes easy.


Jeffrey Shaw delivers an actionable keynote that will wake audiences up to this unique perspective on how to build a customer-centric business. Not a business that is just based on excellent customer service, but rather a business that is entirely built for the specific customer with whom you share a Secret Language. The topic of Jeffrey’s forthcoming book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible, participants will learn specific strategies they can apply in their business right away, whether they are a start-up or have been in business for decades.

Jeffrey’s 33+ year career as the go-to portrait photographer for affluent families, transitioning to an in-demand business coach, speaker, author, and host of Creative Warriors podcast, can be attributed to one thing– the ability, with empathy, to understand what makes the market he wants to serve tick. 

Audiences will benefit from knowing this too. Participants will be moved, challenged to think differently, and inspired, as that comes inherently in Jeffrey’s way of presenting. If your organization, association, corporation, university, or event reaches audiences of entrepreneurs, small business owners, and those that need creative solutions in today’s complex world of business, marketing, and branding, then Jeffrey Shaw is the guy to hire to speak at your event.


The story behind LINGO:

I was 23 years old. I had been struggling for 3 years to get my photography business going. Eventually, I realized I was barking up the wrong tree. What I had to offer didn’t match the needs, values, and socioeconomic scale of the people in my hometown in upstate NY. Who did? The affluent market. The problem was I was a lower-middle-class kid. What did I know of affluence and the luxury market? So I did what every entrepreneurially minded go-getter would do (apparently not). I went to Bergdorf Goodman on 5th Avenue in NYC. Bergdorf’s, as it’s known, is a one-of-kind exclusive department store that, while welcoming, clearly isn’t designed for everyone. With $20 in my inappropriately casual pant pocket and literally holes in my shoes, I found just one thing I could buy. A tiny votive candle. I asked for the candle to be gift wrapped. And what I learned in the back room of Bergdorf Goodman’s gift wrap department that day changed my life and has been the guiding principle behind every business of my own that I’ve built, all the client’s I’ve coached, and the purpose as to why I speak.

What I learned that day was every market has a Secret Language

Panel Moderator

Lauded by podcast guests as the best interviewer they ever came across, Jeffrey is available to facilitate and moderate panel discussions. Guaranteed to create a content rich discussion with compelling questions that is entertaining and keeps the flow of excitement going at your event. Don’t settle for just anyone who is available. Kick your panel discussions up to a whole new level and leave it up to a professional interviewer.


Resources: Photos for download, bios, one sheet, and full media kit