How we talk about a thing influences how we think about that thing. And, how others think about it, too.
We often fall into old, familiar, and comfortable ways of talking about our services, without taking stock of how the words we use influence how others see and value those same services.
Our verbiage habits, the acronyms we use, and the comfortable old names we give to our work products, processes, and organisation frequently stand in the way of:
- clear communication
- positive differentiation
- market acceptance.
Pivotal to successful marketing is effective communication with the target audience.
Conduct a quick "audit" of the names you
and your firm use for:
- your products and services
- your procedures and protocols
- your workgroups and teams.
Jot down a quick list. Include any acronyms you use in external communications.
For example, the old "litigation department" can be renamed and reframed as "dispute resolution team" to communicate its value and benefit. Similarly, "conveyancing department" can become "property services" to communicate more value.
Using your list of familiar names, titles, and acronyms, check that each frames your product, service, or firm in the way you want it to be though of.
Does it :
- say what you mean ?
- say it in a way that your client/prospective client will quickly and clearly comprehend ?
- say it in a way that your client/prospective client will identify with and thinks "sounds right" - a good fit ?
- convey the value you will bring ?
- encapsulate the benefit ?
If the old, familiar name doesn't pass score with at least a few ticks, it's probably time to consider a change. Or, a whole lot of changes ...
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