Just words..?
Words count. As a brand, speaking consistently and relevantly with one voice, using carefully devised words and chosen phrases across every channel that touches your audience is critical.
Many brands focus on carefully constructing the right messages to use in printed communication – be it brochures, advertising or signage.
Sometimes however, they can forget to apply the same rigor and care to the actual words that people use when talking directly to their audience. When messages aren’t carefully constructed and every word considered, they can become irrational, irrelevant or just plain irritating.
Whilst sitting on an early morning train from Nottingham to London, I heard the train staff proudly announce that the M’s bar would apparently be “cleared and open for service soon†- cleared and open for service? Cleared?? As in, it was really busy and messy and needed clearing?? Or as in, they need to get official clearing permission to open it – a bit like an aircraft gets before take-off?!
And then I was reminded to take care when “alighting the carriage like I say, words count.
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