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Tuesday, June 21, 2011
More than Words
You've dropped off the kids at school.
Back on the main drag, you are bopping along to the Bee Gees hit "Jive Talkin'", blaring from your radio.
As the tune fades, an announcer cuts in and segues to a commercial.
"We offer fast friendly reliable service at affordable prices. Our friendly & knowledgeable staff is here Monday-Friday 9-6 and Saturday 10-4 for your shopping convenience. Quality selection. Guaranteed lowest prices. Just some of the things that you can depend on and trust from your locally owned & operated value center. Convenient payment plans available. Some restrictions apply – on limited time offers. So call or drop in and experience service, selection and the difference quality makes!"
Never once, have you slammed on the brakes and turned the car around just to head to a store promising "friendly and knowledgable staff".
Later that same day, you arrive home, fire up the computer and search the latest job postings.
As kids focus on homework at the kitchen table, you stumble across an ad that reads like this:
"XYZ Company is currently seeking an energetic, enthusiastic, team player to assume the role of Executive Assistant to the President & CEO. Working with the President & CEO, the incumbent will be responsible for providing a high level of administrative support. This dynamic and rewarding career opportunity offers a challenging, fast-paced, results-oriented environment, ideal for positive, self-motivated and energetic multi-taskers with pro-active problem-solving abilities. You will need strong communication and computer skills, be able to work independently while exceeding customer and key stakeholder expectations".
Never once, when you were growing up, wondering about your dream job, did you aspire to become an "incumbent".
If you really stop to think about it, do any of these one-size fits-all radio ads or generic job postings ever, ever, ever register on your personal give-a-shit-a-meter?
Whether you are trying to sell a product or service or attract top-notch talent, your choice of language will either work for you or against you. The words you choose will either attract, repel or create indifference in the mind of the woman you are trying to speak to.
Choked by decades of hype, white noise and the emptiness of adspeak, your prospect, customer or future employee is hungering for words she can actually believe in. Inundated by more than 5,500 advertising messages a day, her brain has been trained many times over to tune out anything that comes across as "blah, blah, blah".
She is starving to feel something real.
Words that resonate within her soul.
She is the same person who was stirred by the aching words of a song written by the Brothers Gibb back in 1968 that promised:
"It's only words, and words are all I have, to take your heart away".
What about your brand?
Is it carefully selecting from a cornucopia of words that seamlessly link your brand promise to something that actually matters? Or is it merely recycling the same old politically correct, guaranteed-not-to-offend, regurgitated crap that everyone else spits out?
Is it time for your brand to embrace a new language?
With words she craves?
"This world has lost its glory, let's start a brand new story now, my love.
Right now, there'll be no other time and I can show you how, my love"
THE BEE GEES
P.S. .... This topic requires no further explanation:
You can learn more about Gair's seminars and speaking programs at http://www.gairmaxwell.com/. In the meantime, his book, "NUTS, BOLTS AND A FEW LOOSE SCREWS" waits patiently for you at Chapters.ca and Amazon.com.
If you want the goods on The Seamless Brand and how this team can help sharpen your message and anchor your story, explore http://www.seamlessbrand.com/. You can also follow The Seamless Brand on Twitter - http://twitter.com/#!/seamlessbrand or press the "like" button and plug into The Seamless Brand on Facebook - http://ow.ly/3VW68