Words that Work by Shelle Rose Charvet

Words That Work

Despite sea change in customer attitudes, companies are still talking down to their clientele. All it takes is a subtle shift in your marketing language to produce noticeable results

By Shelle Rose Charvet
 
There's an old joke about Canadians: How do you get 25 Canadians out of a swimming pool? Tell them to get out of the pool.

When it comes to sales, those days are over. A shift in customer attitude over the past two decades means that now, more than ever, customers have switched from needing external direction to deciding for themselves whether or not to buy a product. They treat the sales pitch as grist for the mill, which they compare to other offers on the table.

In other words, they've gone from compliant to resistant — they no longer want to be told what to do. But while many companies understand this shift on an intuitive level, they have yet to take the right tone with their customers.

Firms that invest in uncovering exactly what makes a customer buy have had great success. They use the information to create their branding, design advertising campaigns and to train their employees on the exact language to use (or avoid) with customers —` and they report astonishing results. Here's how you can get in on the action.

Rethink your marketing message

The shift in consumer attitudes means you need to change how you address your customers. Some companies are still touting themselves as "the best" or "the right choice." Discount fashion retailer Winners' slogan is "You should go." These firms essentially tell customers what to think and what to do, which is no longer an effective strategy.....more here...