Do Your Words Move People To Step Up? Or Step Away?
April 19, 2011
"This new form of communication could have some utility." - Guglielmo Marconi in 1899.
Marconi was right and those words still ring true today, as we benefit from a new form of communication.
A 24/7 two-way dialogue between brands and consumers. Both the consumer and those representing the brand can say whatever they want, whenever they want, so it's up to us to choose our words wisely to make an impact.
It shouldn't be too hard for us since radio was built on the power of words ... "theatre of the mind" ... creating lasting impressions. We all have moments where we remember when someone on the radio said something that still resonates with us today - often years later.
So let's merge those skills we've used to create moments on-air with what will resonate today online.
"Radio is the theater of the mind; television is the theater of the mindless." - Steve Allen.
Let's not diminish the magic of words just because we're on our digital and social properties. Too often, we use these incredibly powerful tools hastily, and miss an opportunity to truly connect.
Find what your audience cares about and be open to where they want to go. Then create those lasting moments, just like you have done so well on the radio. We have no idea of the potential we could be realizing online if we choose our words wisely and put people first.
You could have the best of intentions with your digital and social strategies in place. Your goal may be to cut through a cluttered world, gain a broader reach and make the brand more effective for lasting engagement. But even the best thought-out plan of action can fizzle if you're not careful with your words.
Remember why we're using these channels, (e.g. blogs, Facebook, texting, apps, Twitter, etc...) in the first place: to grow your station and your brand. Think your thoughts and words out carefully, so you serve your objectives.
This one video sums up the power of words:
Pretty impactful, huh?
Every time you compose a status update, text, or tweet, or you create an index page on your website or design an app, ask yourself these questions:
- Are you conversing (and not just pushing out information)?
- Are you evoking some type of emotion?
- Are you showing more than telling?
- Do you have your listener in your mind (or is this about your station's agenda)?
Thanks to one of my Twitter buddies, Tim Sawyer for sharing that video which inspired me to remember the power of our words.
We will be choosing our words wisely.
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