Tag Archives: instant coffee

Your Audience is Always Right

October 25, 2022

President Lee Carter and CEO Michael Maslansky are joined by Partner Keith Yazmir to talk about how maslansky + partners invented language strategy, why certain messages resonate (and don’t), and share some of their favorite Language Strategy wins: from Starbucks VIA® Instant Coffee to variable annuities.

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So what is Language Strategy? It’s Not What You Say, It’s What They Hear.

September 13, 2022

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.

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