Every word that your business puts out, means something.
It gives a signal to the reader.
If you have used the word ‘proven’ repeatedly on your website, it shows that your product has been in the market for quite some time, and has been used by a lot of people. It’s not ‘new’ or ‘innovative’. And hence, the usage of ‘proven’ makes it clear that your brand is not for the early adopters. It is for the early majority.
On the other hand, if you use the word ‘cutting-edge’ in your communication, you are repelling all the early majority. You are saying “No” to all the people who want proven stuff. Instead, you are welcoming the geeks, the nerds, and the adventure-seekers.
Gary Vaynerchuck keeps dropping ‘F-bombs’. It has worked brilliantly for him. A certain kind of audience is pulled towards Garyvee, because of his style.
On the other hand, problems would arise if a Meditation teacher starts using ‘F-bombs’.
Your communication attracts and repels people. So yeah, be mindful of it.
What do we do with this information?
Well, firstly, knowing your audience is the key.
What kind of people do we want to serve? What are their beliefs? What is their worldview?
Okay, once that is sorted, we need to establish a word-cloud – a set of words that we would be using in our communication. Whenever you appear on podcasts or write your blog articles, or revamp your website copy, these words need to be considered.
Not just today, but every single day.
Even if we are bored to tears.
Because only with repetition, people start associating you with these words.
Here are a few examples –
- Seth Godin repeatedly uses words such as Permission Marketing, smallest viable audience, lizard brain, Purple cow, etc.
- Gary Vaynerchuck uses the F-word, sh*t, empathy, care, hustle, entrepreneurship
- David C. Baker uses words such as expertise, entrepreneurship, business, positioning, and so on.
An interesting thing to note here – Some words are common (example – business), while some words are created (example – purple cow).
So can you create a word-cloud for yourself?
Here is what my word-cloud looks like –
- Humanized Marketing
- Intention driven marketing
- Value-based Marketing
- Serve first, charge later
- A unique point of view
I intend to keep using these words repeatedly.
So here’s my question – What does your word cloud look like? Which words do you plan to use intentionally and repeatedly?