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'A man should look for what is, and not for what he thinks should be' - Einstein

Customer Language

Words might be only a tiny proportion of our whole communication, but the words we do use carry enormous power. 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.

The problem is, as marketers and creatives, 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. Taking the customer's words and then putting our own slant on them, just does not work.

Remember New Coke? A classic mistake made by a classic brand. Taste tests indicated that the new formula was a winner – but the language killed it dead. Sentimental attachment to the original was so great that the mere idea of something 'new' caused outrage among customers. If Coca Cola had introduced the new version with words such as 'Always the Coke you know and love', they might have had a different result.

Every decision we make is driven by our emotional association, or disassociation, with that brand, product or service. So whether you are a public sector or private sector organisation, focusing on B2B or B2C, if you want to influence your customers' responses and behaviour, you need to know the best words to use to trigger their emotions.

We can give you those wise words.