"Good communication is as stimulating as black coffee, and just as hard to sleep after"
ANNE MORROW LINDBERGH
Hello, readers, look at your ads.
Now back to me.
Now back at your ads.
Now back to me.
Do the words your company is using in its ads actually matter?
And can you actually measure the results of your choice of words - spoken or written - as it relates to the impact of your communication?
When in comes to writing an ad, composing a brochure, delivering a speech, making a sales call or building a new website, the answer is a resounding YES! Just for fun, imagine your company needs hired help in the minimum wage category. Scan the following three ads and keep in mind, these are ACTUAL ads posted recently on Kijiji.
Guess which ad triggered the most response?
Company A in YourTown is now hiring experienced server/bartender to start immediately must be honest , reliable, neat in appearance and flexible shifts are Sunday 8-3 monday and most tuesdays off wednesday thursday and friday 430-close saturday 9am -9 pm must be able to work all of these shifts on a regular basis . Position is available immediately Please drop off your resume in person Monday to Friday 11-4 or by email to mailto:CompanyA@yahoo.ca NO PHONE CALLS PLEASE
Small, but busy Vietnamese restaurant requires a full-time, hard working, flexible cook. Will train the right person. Apply in person with resume or application at 123 Main Street @ Young. We guarantee you'll like the food.
Are you one of those oddballs that love to get up early in the morning? Do you think the best time of the day is wasted when most people sleep in until 10am? Do your feet hit the ground running when you get up in the morning? Do you have "Greatness" in you? Do you work in the restaurant business but never have time to spend with your friends and family at nights? If you answered yes to any of these questions, we should talk. Company C is looking a full time server and a full time cook. We want to see your "Greatness".
Within a 72-hour period, Company A had received 104 hits.
Company B put up their ad the same day as Company A, and received 63 hits within the same 72-hour time period.
Company C received 188 hits in the first 24 hours and after 72 hours were up to 328 hits. The telephone rang off the hook with inquiries and a parade of applicants walked in to drop off their resumes. Soon, the owner of Company C felt like he had hit the Old Spice Commercial jackpot, with more applications rolling in than he could keep up with.
Now back up.
Look down again.
Where is your company heading with its words?
You may not be able to judge a book by its cover, but each day customers and potential employees judge companies by their words. Words help them decide where to shop, what to buy and who they would like to work for. Select the right words and you can influence Texans to reduce their littering. Do you think there is something the owner of Company C knows about the explosive power of words?
Are you employing words in much the same manner as "Company C"?
Would you like to?
"Words are, of course, the most powerful drug used by mankind."
Would you like Gair to speak to your organization or at your event?
You can follow Gair on Facebook at http://www.facebook.com/#!/gair.maxwell
For more info on The Seamless Brand and how this program can benefit your company or organization, explore http://www.seamlessbrand.com/
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