The Importance of Language in Marketing
You’re in a restaurant having lunch. The restaurant has a clever name, funky decor, friendly staff and a menu that gets your digestive juices going. But as you reach the sandwich section, you spot it. Panini’s.
Maybe you haven’t spotted the error, or are inclined to shrug it off. But certainly, when I see a rogue apostrophe on a restaurant menu, I grind my teeth in frustration. And I find myself wondering; if they don’t pay attention to detail in the menu, will they pay attention to detail in the kitchen?
When you’re in business, you go to great trouble to create a killer marketing campaign. You have a shiny logo, an innovative strategy, an exciting product and a beautiful display. Yet the effect of all this careful planning can easily be undermined by clumsy or careless use of language.
As a business person, you are good at spotting needs in the marketplace and coming up with ways to satisfy those needs. You probably have a flair for displaying that product or service in a way that makes people want to buy. But language is an equally important tool in spreading your message and because you have so many balls to juggle, it can be easy to neglect the power of words.
Language helps you to deliver the meat and bones of your message. Used properly, it will help your customers understand how you can be of benefit to them. You can use your words like a painter, describing your products in broad brush strokes. Using strong, positive words like ’sparkle,’ ‘essential,’ or ‘innovative’ will create a powerful image in the minds of your customers.
Above all, using language well builds trust among your customers. If your copy is free of basic errors and avoids over-reliance on crutch words, such as ‘and,’ ‘get’ or ‘have,’ your customers will view you as a professional person who pays attention to detail. So if you own a restaurant, be sure to offer your customers ‘panini.’