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Hello,
Today's
newsletter is about choosing and using appropriate language in
your business. As always, I hope it is helpful, or at least
thought-provoking.
All the best,
Chris Joy
Principal
Chris Joy
Marketing Communications
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Please Watch
Your Language
OK, so I'm two weeks into honoring my
New Years' Resolution, and so far so good.
Humbling as
this is to admit, my vow is to eliminate bad language from my
vocabulary. Since my son will be uttering his first words
soon, I figure there's no time like the present to clean up my
act.
Much as I hate thinking myself a gutter-mouth, I
have to admit I will miss the unequivocal clarity my foul
language conveyed. It's not just cathartic -- I stubbed my toe
on the dining room table leg yesterday and it seemed to
somehow hurt more without my four-letter pain reliever -- but,
it's also amazing how four little letters can express
precisely how strongly you feel about something.
On a
similar note, I recently had a long discussion with a new
client about the power of language. Finding effective,
appropriate and persuasive language for a company is an
important part of every branding engagement I take. Truth be
told, it's one of my favorite parts of the job.
We were
talking about all the overused words firms use to describe
themselves, and how to escape that trap.
I think the
secret is just to dig deeper, to find the words that both
really capture the unique essence of the firm, and strike an
emotional chord with those you wish to persuade to see things
your way.
For better-than-industry-standard
examples, consider the way lawyers use
language.
Yesterday, I was watching a news segment on
CNN on animal rights, about how animals should be afforded
more of the rights humans enjoy. They should not be
regarded as property, one lawyer argued, but rather
legal persons in their own right. OK, one man's opinion,
and one that I might not have taken all that seriously, but
for one really smart move on his part. He used a term I had
never heard before to describe dogs and cats. He called
them NON-HUMAN animals. Using the term alone reminded me
that, evolved as we may be, human beings are still mammals.
Hmmm. I may not entirely buy his argument, but at least that
got me to listen.
So here's my point. Have you ever
really considered that the language you choose and use in your
business can help you win early mindshare with a homeowner who
is desperately trying to differentiate you among a lot of
players who look the same?
Are you the firm who
wants to be thought of, first and foremost as caring deeply
about how well your clients will live in the space you create
for them? Are you the firm who wants to work with that rare
homeowner who wants their home to be a spectacular and
creative reflection of their lives? Do you want to convey,
more than anything that you listen carefully to clients' not
only physical but emotional needs and can deliver whatever
style design they are looking for?
Whatever your
message is, use your language carefully to convey what you
want your audience to remember. To see how three of my
clients have honed just these message, see their websites: Thomas
Buckborough and Associates, FH
Perry Builder and Wilson
Kelsey Design.
So the question for you is this.
On a scale of 1-10, how deep have you really dug to find
the message, and use the language, that your audience will
actually find worth listening to? One that both accurately
describes your firm's work, and emotionally compels your
audience to action?
Yes, in this business, a picture is
worth a thousand words, but too many people make the
mistake of thinking the words don't matter. They do. The
words you choose should reflect not only what you do, but the
way you think, in as much as a conversation with you would.
Just leave the four-letter words out, please. My son
will be reading soon enough.
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Quick Tip
The Superbowl of Green
Living
Over the weekend of February 2-3, the First
Annual Boston Going Green Energy & Living Exposition
"Taking Green to the Mainstream," is taking place at the
Bay Side Expo Center.
There are some exhibit spaces
still available (which I would expect could be secured for
deep negotiated discounts at this point), but if you are
interested in green building -- or just green living -- it
might be a great opportunity to simply attend.
If you
can make the time to go, use your time there wisely. To me,
that means not only taking in what's being presented, but also
focusing on who is attending. Watch the crowd as they mill
about, strike up conversations whenever possible and learn
more about what they really care about.
Just be sure to
be home in time for the Patriots to kick off the Superbowl! ;
)
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Does This Message Pop or Flop?
This
space is usually reserved to critique a current ad campaign,
but I have a much more pressing message that homeowners are
seeing out there that I'd like you to think about.
In
the past few weeks, I have seen news reports in The Wall
Street Journal and CNBC that this is the worst time
in the last five years or the next five years to sell your
home, but it is the best time to consider building new or
undertaking a professional remodeling project.
Why?
Because new home building demand for supplies and services are
way down, thus relieving price pressures on supplies, and
making service providers (from residential architects to
builders to subcontractors) more eager to negotiate a lower
price.
I'm paraphrasing. See
The Wall Street Journal article here. But the
question is this. Do you think this homeowner advisory will
hurt or help your business prospects in 2008?
I'm interested in hearing
your thoughts. |
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I've Got (Back) Issues
You can access
the last 3 issues of the Brand Guardian e-Newsletter by
clicking below.
Vol.1, Issue 10: "Huddle
Up for Success"
Vol. 1, Issue 9: Live
Free or Die (Trying)
Vol. 1, Issue 8: To
Be a Fly on the Wall
Subscribers, click here
to request prior issues:
Vol. 1, Issue 6: Seeing
the World through a Marketer's Prism
Vol. 1, Issue 5: The
Magic of Because
Vol. 1, Issue 4: Sweet Cherry or Burnt
Fudge?
Vol. 1, Issue 3: Dramatic Messages Fly
Farther
Vol. 1, Issue 2: It's All in the Delivery
Vol.
1, Issue 1: We Are the Company We Keep
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