Words
So you have done all the research, you’ve debated over the ‘marketing message’, you’ve briefed the agency, they’ve put your message into the medium and it’s still not having the desired effect. The receivers of your message are not behaving as you want them to. Frustrating or what! Do we hear a heavy sigh of recognition?
Could it be that the right things are being said but in the wrong way?
The most powerful words are our own words; the words that we use to describe our experiences, the words that carry the energy of our emotions, the words that evoke images in our mind’s eye and bring those images alive.
As marketers we tend to use the words that our powerful to us, but not necessarily to our customers.
We can only influence the behaviour of our customers by speaking to them in their own language. And this means using the exact words they use and conveying what is important to them, from their perspective, in the appropriate mix of words, visuals and sounds.
Taking the customer’s words and then putting our own slant on them, just does not work.
So whose words are you using?
