How important are words?
During a recent visit to a gastro pub in Southampton I found myself being seduced by the clever use of words to describe a menu offering. And it got me thinking about how businesses need to position themselves with their careful use of language.
Some restaurants may be content to tell you that their breakfast menu also includes crumpets and boiled eggs. But at this gastro pub they offer you ‘New Forest buttermilk crumpets with locally sourced strawberry preserve’ and ‘Two soft boiled free range eggs with dipping artisan bread soldiers’.
Immediately you sense that one restaurant is serving you breakfast; the other is serving you an experience.
And although this may not be the best example of how words can make a huge difference to your perception of things – it gives me a strong sense that one restaurant is going the extra mile to make breakfast a special event while the other is simply ‘serving breakfast’.
This was no Michelin starred restaurant – it was a gastro pub. Wines/beers and even the boutique bedrooms were all described in such a way to help you paint the right picture. And – most importantly – they delivered what they promised.
We are always surprised at the number of businesses who are not very good at describing exactly what they do; how good they are at doing it; the benefits of their product; and what makes them different to others .
Invariably, it is all about the choice of words – in marketing literature; on websites; in press releases; emails; Twitter; Facebook; Linked In and endless other forms of communication.
Positioning your business and strengthening that position with accurate and persuasive communications just isn’t an option today – it’s a must!