Why we do it
Writing isn’t fluffy. Most organisations think improving their language is a nice-to-have. Mere icing on the corporate cake. We don’t. Express yourselves better, and all kinds of surprising things happen.
Of course, it can help you stand out from your competitors (though that’s harder than it sounds). It can help you make your customers happier, which means they recommend you more and complain less. Changing your language can even help you change your culture (‘by stealth’, as one of our clients puts it). And on top of all that, it can make and save you money. We know. We’ve done it (and got the data to prove it). That’s why we think it could be your secret business weapon.
The first job of a brand is to stand out. Over the years, they’ve got very good at doing that visually: think of the Nike swoosh, or the Coke, er, swooshy thing. But very few brands are as distinctive in the way they speak and write.
How many letters does your business send to your customers every year? And how many trigger a call to a call centre? Or a complaint? And how many responses to those complaints trigger another complaint?
We would never claim to be ‘change consultants’ (in fact, the phrase makes us shudder slightly). But a big change to your language can trigger a big change to your culture.
Words mean numbers. Because while we can go on about being distinctive, making your customers happier, making your colleagues happier, or changing your culture, how do you know if it’s making an iota of difference?