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Language... Say What You Mean To Say
-- by Lisa
Ann Schreier
In advertising anything, it is of utmost importance to choose your words carefully.
This holds true whether you are advertising your timeshare property, or yourself. Language sets the tone and in
many cases determines the outcome.
Let me give you an example from a company that I consider the masters at language designed to set the tone and
determine the outcome.
This afternoon I returned from a brief, but most enjoyable cruise on The Disney Wonder. One small example of the
language that Disney uses will demonstrate what I mean. Everyone is given a key to his or her "stateroom".
Not a room. Not a cabin. Not a guest room. A "stateroom". This says it all. Of course the reality is
that you and everyone else is in fact staying in a cabin or a room. But think of the word and what it says… stateroom.
Immediately, a tone is set. Throughout the cruise, the word is repeated. Never did anyone say "room"
or "cabin". Only "stateroom".
The result? Exactly what Disney wants. People generally behave better. More proper. Quieter. With a little more
decorum. After all, they are staying in a stateroom.
Look at the language that you routinely use. What does it say? Is your choice of words at odds with what your goal
is? Are you choosing words carefully to create a tone?
If you are a salesperson… are you selling rooms? Condos? Villas? Vacations? If you are a resort… are you selling
property?
This is not to say that you should use all those commonly overused phrases such as luxury, exciting, state-of-the-art,
etc. Your customers will not believe those words because too much is left up to personal definitions. Stateroom…
think of it... says so much in one word. Nothing is left up to personal definition.
A challenge to my fellow salespeople and my fellow marketers. Think about your language this week. Make certain
that you choose your words carefully. Think before you speak or write. Set the tone. Write me during the week and
let me know the results.
Did your own attitude change? Did your customers behave differently? Were you more relaxed? Did you believe yourself
more? (This is what is known as an "AH HA MOMENT"… if you don't believe yourself, how will your customers…
whoever they are?)
How you choose to describe your property, your resort, your product and/or yourself will go a long way to determining
how you will be seen and ultimately, play a large part in your success or lack thereof.
Set your goals, set your tone, and set your language. You will reap what you put out there.
Next time…Thoughts on Internet advertising.
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
