Language strategy is the ability to find precisely the right words to change behavior and craft them into a plan, so that you can drive customers into action. More than just messaging, language strategy is how we connect what we want to achieve with the most effective tactic to achieve it: our language.
Our take on the most, and least,
People often want to focus on communicating their intent. These messages feel good. They often don’t work. If you want the right words to drive behavior change, leave your motives behind and make the message about the audience.
Our job is to help companies track the changes in perception of their messages and make essential shifts to their communication strategy to keep up. Here are a few of the biggest trends we helped clients navigate this year.
There is no doubt this was a challenging year that brought some distinct language into focus. As a result of the pandemic, we learned a whole new lexicon. But it was so much more than that. From the tragic murder of George Floyd and the outpouring of support for the Black Lives Matter Movement to an election cycle we will never forget, language has shaped our experience this year more than any other in recent memory.
We recently spoke with Senior Vice President Maria Boos about her passion for issue readiness. She explains why every company should be prepared with libraries of language that allow them to respond quickly, credibly, and consistently when “chatter” happens.
For over a decade, we have regularly asked a simple question: Which is more important to customers? Financial security or financial freedom?