{"id":338,"date":"2021-02-23T08:30:14","date_gmt":"2021-02-23T13:30:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/02\/23\/great-expectations-why-customers-want-more-from-your-words-in-2021\/"},"modified":"2021-02-23T08:30:14","modified_gmt":"2021-02-23T13:30:14","slug":"great-expectations-why-customers-want-more-from-your-words-in-2021","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/great-expectations-why-customers-want-more-from-your-words-in-2021\/338\/","title":{"rendered":"Great Expectations: Why Customers Want More From Your Words In 2021"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Katie Comery, Senior Writer at <a href=\"https:\/\/www.thewriter.com\/\">The Writer<\/a><\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2020 was the year of the Very Sincere Brand Message. And it didn\u2019t take long for us all to tire of hearing the words <em>\u2018we\u2019re committed to your safety in these unprecedented times&#8217;<\/em>. We heard it from our energy providers. From our gyms. From that clothing website, we only subscribed to for the 10% discount.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fast-forward almost a year, and those messages are falling on increasingly cynical ears. The sheer volume of messages from brands flooding our inboxes and news feeds has made consumers keenly aware of the words that brands are using.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When the messages companies were putting out around Coronavirus felt samey, people noticed \u2013 <a href=\"https:\/\/yougov.co.uk\/topics\/finance\/articles-reports\/2020\/05\/18\/authentic-consumers-mixed-reactions-current-brand-\">2\/3 of people, according to a YouGov poll<\/a>. They noticed, too, when responses to the Black Lives Matter movement sounded hollow \u2013 as someone brilliantly <a href=\"https:\/\/twitter.com\/Campster\/status\/1267183124582215680?s=20\">satirized on Twitter with a templated brand message<\/a>.\u00a0<em>\u00a0<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The words businesses are using are under a microscope.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that means brands need to make sure that what they\u2019re saying \u2013 and how they\u2019re saying it \u2013 stands up to scrutiny. Consumers can\u2019t be fobbed off with corporate waffle, or satisfied by lofty statements that only pay lip service to major social issues.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how do you make sure your words are fit for purpose, no matter what 2021 throws at us?<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>Get your (messaging) house in order<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">If it\u2019s been a while since you did some soul searching about what you really stand for, and rewrote your messaging to match, then now\u2019s the time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Find the people in your business who are great at articulating why you exist \u2013 it might be a brilliant sales lead, or the customer service agent who\u2019s been around forever \u2013 and get the ideas out of their heads. See your brand purpose as the north star of your messaging, and start there \u2013 with everything else you write flowing out from it. Having that one consistent way of setting out who you are and what you stand for will help anything from web copy to internal comms feel more solid and authentic.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Use precise, direct words &ndash; not euphemisms<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">\u2018I help people find things\u2019 \u2013 that was Larry Page\u2019s response when someone asked him what he did at Google. Or look at \u2018To improve life here, extend life to there, and find life beyond\u2019 \u2013 NASA\u2019s vision.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Both of these ideas resonate with us as readers because they use simple, concrete words \u2013 and your messages need to do the same.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That applies to your broader brand storytelling, as well as the stances you\u2019re taking on particular issues.\u00a0 The vague, woolly language feels corporate, and signals to people that you don\u2019t really mean what you say. Compare a lot of brand responses to the Black Lives Matter movement <em>(\u2018with everything going on\u2026 the ongoing situation\u2026\u2019) <\/em>\u00a0to the stark directness of <a href=\"https:\/\/www.benjerry.com\/about-us\/media-center\/dismantle-white-supremacy\">Ben &#038; Jerry\u2019s statement: \u2018we must dismantle white supremacy<\/a>.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Less conversation, more action<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><em>Pioneering, brilliant, trailblazing, passionate. <\/em>Subjective adjectives like these are a telltale sign that your message is reading as empty. Instead, you need to be able to <em>prove <\/em>that you\u2019re all those things \u2013 with something solid to back up anything you say.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, that\u2019s not a problem that can be fixed by your language alone \u2013 it means investment and time spent on the causes you care about. But your language can help you get that message across in a way that feels solid.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Every time you make some kind of claim in your writing, imagine your most cynical reader looking over your shoulder, saying \u2018Prove it!\u2019 And swap the adjectives for clear, practical proof points instead. You&#8217;ll build trust and avoid the eye-rolls that those empty statements induce.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stop hedging your bets<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">There are two words that will kill the authenticity of any statement you make about what your brand believes in: \u2018committed to\u2019.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2018We are committed to tackling climate change\u2026\u2019 \u2018We are committed to our employees\u2019 wellbeing\u2019<\/em>. It\u2019s an example of hedging language, words we use to soften our message when we\u2019re nervous about claiming things outright. (See also: <em>aim to\u2026 where possible\u2026) <\/em>These kinds of words tell your reader that you\u2019re not doing much \u2013 you\u2019re just thinking about it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So cut straight to the part where you tell people what you\u2019re doing: <em>\u2018Here\u2019s how we\u2019re tackling climate change.\u2019<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As 2021 unfolds, there\u2019ll be new clich\u00e9s \u2013 a new class of <em>now more than ever, <\/em>empty words that make us cringe or switch off. But that particularly bright spotlight that brand words are under right now is also a big opportunity. An opportunity to take stock of your writing, and make sure it\u2019s working as hard for you as it should be. The words you use have the power to move your readers, change their minds, show them what you\u2019ll fight for. What will yours say about you?<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The words businesses are using are under a microscope. And that means brands need to make sure that what they\u2019re saying \u2013 and how they\u2019re saying it \u2013 stands up to scrutiny. So how do you make sure your words are fit for purpose, no matter what 2021 throws at us?<\/p>\n","protected":false},"author":7,"featured_media":339,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Great Expectations: Why Customers Want More From Your Words In 2021 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/great-expectations-why-customers-want-more-from-your-words-in-2021\/338\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Great Expectations: Why Customers Want More From Your Words In 2021\" \/>\n<meta property=\"og:description\" content=\"The words businesses are using are under a microscope. 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