Tuesday, November 20, 2012

Why Talk Doesn't Have to be Cheap

Language is the packaging of your brand.

It’s the single most underleveraged marketing hotspot, crucial to your company culture, essential to the way people experience your service and an ideal strategy for making the mundane memorable.
Photojojo, a website dedicated to insanely great photography projects, uses engaging, playful and memorable language on their website, newsletters, shipping materials, warning labels and product receipts. In fact, most their language is dinosaur related. And according to a host of online reviews, customers can’t help but experience feelings of elation and whimsy every time they read the words outside and inside of the box.
Costs nothing, changes everything.
To identify your brand’s trademark language, consider asking a few questions.

What words govern your questions? What are your favorite phrases to put in emails? What are your best questions to ask customers? What sentence would prompt someone to tweet a screen shot of your website? What words do you own in the minds of the people you serve? What phrases do you use that nobody else uses? What’s the one word the world will never think about the same way after buying from you? What language invites customers to share pictures of your packaging with their friends?
Talk doesn’t have to be cheap.

Brand your language intelligently, and it can be priceless.