Why Did You Choose That Word?

by Lori Osterberg

Have you ever stopped to think about the way you write and talk? How are your words presented on your brochures and literature? How do you speak about your product to your clients? Words can mean the difference between what market you are targeting, and how your product will be perceived.

A brochure is a way of getting across to a potential client what you are offering. If a person is looking for a photograph of their family, something they would like to display above their mantle and treasure for many years to come, they are looking for a professional portrait. Words like "heirloom" and "priceless" will have meaning to them. However, imagine their impression if they consistently see words like "picture" and "shots" throughout your brochure. The quality of what you will be producing for them has now gone down drastically.

I often think back to two photographs I saw in a marketing class. Both were presentations of yellow liquid: one in a beautiful bottle, the other in a test tube. Which one had more perceived value? When selecting words, it is important to keep this idea in mind. Your words are a very important way of getting across to your client a message of value.

Take time to review your literature, and concentrate on your presentations both in person and on the phone. Are you stating things in a way that is acceptable to your client’s status? Are they able to see the value in what you are providing them simply through your actions? If not, maybe now is the time to clean up those words, and show your clients a new and improved business!

Lori Osterberg has been marketing online since 1995. Her
popular online newsletter is read weekly by small business
owners from around the world. To subscribe visit
http://www.VisionOfSuccess.com

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