– winning the name game
The words that identify your company and its brands and products are there for the long-haul. Over time, their value aligns ever-closer with the reputation you’ve earned in the market. But at the point of launch, these words are fundamental.
Names and taglines are the front line when it comes to attracting attention and gaining traction. They are the signposts in your audience’s subconscious pathway, to which every touchpoint thereafter will be linked.
– crafting the right message
The words that deliver your pre-sale messaging (via websites, advertisements, social media, editorial, PR, direct mail, etc, etc) pack a powerful instant punch. They play the most diverse and visible role in influencing audience perception and behaviour. And they carry the weight of responsibility on their shoulders.
These are the words that connect and convince. Their job is to resonate and inspire. But success is a function of honesty. If you can truly deliver on your messaging, you earn trust and build positive reputation. If your words lure with inflated promises or misleading expectations, negative perceptions will quickly form and be shared. Turning that around will take far more time and effort than getting it right in the first place.
The call to action
– honestly tempting
The words which invite audience action need to be both clear and truthful. Whether their job is to confirm a sale or connect to further information, the promise must match the outcome. Simple, you might think. But how many times have you clicked a website or email link to land on a page which didn’t deliver on your expectations?
From overt clickbait to “full stories” which say no more than the preview, calls to action that don’t follow-through as stated are tremendously disappointing. They can instantly deflate a positive impression and undo all the good work in your messaging. To your audience, calls to action aren’t just words. They are a demonstration of your company’s competence.
– retaining positive perception
The words which help customers choose and use your products, get the most out of your events, and even guide employees in their work, are essential for sustained success. Just because the sale has been made, or the new employee recruited, doesn’t mean words no longer matter.
Words remain highly valuable through every ongoing touchpoint. Their influence on audience experience continues to determine whether customers will return for more and recommend you to others, and how employees perform in their jobs.