Language can be a tricky thing. Communication is a two-way street, and what may have been intended one way can be interpreted in ways you never saw coming, especially when it comes to digital marketing. And no, we’re not talking about Coca Cola’s notorious snafu when it entered the Chinese market and discovered that their name translated into Chinese as “bite the wax tadpole.” (Yes, that really happened and frankly I would drink that soda.)
We’re talking about those words and phrases that make their way into digital marketing that are intended to convey one thing but wind up either confusing the message or worse. Beyond buzzwords and jargon, which you should be avoiding anyway, we’re talking about the subtler language that can turn your customer off in ways they may not even realize. You should definitely stop…
Using We, Our, Us
You’re proud of your small business, as well you should be. Now keep it out of your digital marketing. Here we’re talking about saying things like “our product” “our firm” and even worse using we language to brag, as in “we offer the finest,” “our firm stands above the competition.”
The problem with we language is that it puts the focus on your company, rather than on the consumers and their needs. Rephrase your words to shift the focus on their needs and how your product or service fills that need. It will not only force you to craft more creative content, it will allow you to more seamlessly work descriptions of what you do into your content, which helps with SEO.
But above all else, please stop telling customers how much better you are than the competition. Ideally, they won’t even realize you have any.
Reminding Customers You’re A Business
So other than the “we” language what’s wrong with saying something like “we treat our customers right?” Nothing on the surface, but again it’s the subtle effect these words have on your customers that becomes problematic.
Every time you mention the word “customers” in relation to your business, you remind your customers of what they are: customers. Especially in the era of digital marketing and the building of a social media connection with your customers, your relationship goes well beyond the traditional transaction of goods and services. Your language should reflect that.
These are groups of people interested in what you do who are primed to spread the gospel and let their friends know about this great small business they’ve discovered. Try out some more inclusive language instead. They’re not your customers, they’re your tribe. They’re your community. Put the emphasis on the vital role they play in your business.
Emphasizing the Negative
We said earlier to put the focus on the customers’ needs, now we need to address a common pitfall when doing so. Too often, in trying to show how a product or service addresses a customer’s need, small businesses phrase it in terms of a problem. “When the worst happens, look to (business name here)” might adequately address what your business does, but too much negative language and your customers will soon develop a subconscious connection between the problems and your company. Instead, focus on the happy outcome your business achieves. A great example of this is disaster cleanup firm Servpro with their slogan, “Like it never even happened.” This slogan clearly puts the emphasis on the eventual outcome of their service, rather on the nature of the disaster.
The same could be said for marketing language like “stop throwing money down the drain.” If overused, the unwanted consequence is that you build a negative association between your company and the problems your company is looking to solve. You’re not just stopping them from throwing money down the drain, you’re helping them put money back in their pocket.
The subtle difference between the two can make all the difference in the world.
