the power of a good word

The following is an extract from the second in the Romancing the Customer series of business guides, Espresso Yourself - The Taste of your Brand just to whet your appetite ......

The Power of a good written word

Here is a humorous, and some consider extreme example of the power of words. I believe it is a sure fire way to illustrate the power of copy and how potent it can be. I have taken my inspiration from the lonely hearts ads found in the dailies (I was looking as part of my research OK). These are unedited, real examples for those cynics who think I made it up …….

• Go getter seeks romance – attractive, blonde, wants romantic, caring partner. No baggage
• Indian M, chubby, shaved head, very hairy, likes pubs & eating out
• Cuddly single Mum seeks M who likes children & nights in

These are not many words and yet already we’ve formed a picture of this person (contact details available upon request). It is no different with the copy or language we use in our brochures, our websites, our voicemail, and our direct contact with customers.

What does yours really say about you? How predictable are you being? How focused on you and not them is it? How much of it is meaningless puff? How safe is your approach? How alluring and persuasive is it? Are you trying to say too much?

Pick a message and then stand proud and tall (you can impress them later by unfurling your other amazing talents when appropriate)

If your personality, or that of your business, is different from the competition because you have a good sense of humour, you’re enthusiastic, slightly eccentric, deeply knowledgeable, highly experienced, friendly, approachable….. whatever it is then let this come through in the copy or the language you use. And don’t tell me, show me.

Telling me how good you are rarely means anything. Use your copy to create a mental picture of what I’m likely to get. (which of course is naturally consistent with the service I receive). Ease of understanding, a great experience and clear messages affect our mood and decision process – especially when it comes to parting with cash. Irrespective of the product or service being written about.

Just take a little time to think about what it is you do and how you could communicate this in a refreshing, professional, cliché free style. Make sure it is focused on their needs, wants, desires rather than your agenda.

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