Thinking from the Prospects Perspective

When you visit the web sites of some airlines, you're expected to know the airport code for your departure and arrival cities, i.e., SFO for San Francisco International Airport, or ORD for O'hare Airport in Chicago. Often, you have to go to a different screen to locate the necessary airport code.

On other sites, however, they either offer a pulldown menu of city choices, or will let you simply enter the name of the city.

What's your equivalent of "ORD" and "SFO?" On your web site, and throughout all of your marketing communications, do you speak your prospect's language, or do you speak in "code?"