Words matter. What are yours?

Words matter.  People connect with a brand when it demonstrates empathy and offers a solution that meets their lifestyle. Brands use words and visuals to communicate. My crude stick figures preclude me from preaching about visuals! My love for and experience writing does enable me to provide tips for effective written communication :). Before I share fun examples of savvy marketing messages, here are tips to create effective messaging: 1. Write for a specific target audience. 2. Talk as if you’re a person, not a company or organization. 3. Use your customers’ words, not yours. 4. Use a consistent brand voice. 5. Cut extra words. Words matter when it comes to packaging. How can you differentiate your product on the shelf in a retail store? Use words on the package that speak to your audience’s pain and encourage trial. Nivea scores big with their call-out “Try 48-hour moisture”. Words matter when it comes to subject lines. Here are tips to write effective subject lines: Keep it brief. Offer value. Create urgency. Include keywords. Write conversationally. Encourage action. Include you or your. And here are smartly crafted subject lines: How to live at home (Sender: Feather) A Sneak Peak for VIPs Only (Sender: Serena & Lily) Rock the color of the year (Sender: Etsy) Uh-oh, your prescription is expiring (Sender: Warby Parker) Here’s the discount you wanted (Sender: LAMODA) 3 ways to improve your pins (Sender: Pinterest) Words matter when it comes to taglines. What makes a great tagline? ​Words that are memorable. Words that include a key benefit. Words that help differentiate the brand. Words that convey positive feelings about the brand. Some of my favorite taglines are: De Beers: A diamond is forever. Capital One: What’s in your wallet? Kellogg’s Rice Krispies: Snap! Crackle! Pop! Kentucky Fried Chicken: Finger lickin’ good. Wheaties: Breakfast of champions. L’Oréal: Because you’re worth it. Words matter when it comes to communicating bad news. When it comes to sharing bad news with customers, Chewy is the leader of the pack. The direct-to-consumer seller of pet food and supplies has built a loyal customer base that values the company’s commitment to their pets’ health. While its competition is fierce, including Amazon, e-commerce pet supply companies, and big box stores, Chewy has dominated the online sector. Its brand is all about being approachable and an ally for pet lovers. Here’s one of their well-written customer emails: Need help finding your words?  Connect with me at laura@vivalabrand.com