Words that work. This is the title of the insightful book written by Frank Luntz, dubbed hottest pollster in America by the Boston Globe. I'm only halfway so far, but I can tell you one thing: this is a keeper. And to those who take exception at the author's political work or frequent use of the pronoun "I" in his writing I say: get over it.
Many of the illustrations from the world of politics are both insightful and fascinating to an outsider. Some of the references to business I would take the time to look at differently in a conversation with the author. This is one of those books that will end up being completely marked up and noted on the margins. I am a firm believer that the most effective language clarifies, as Dr. Luntz put it. And yes, it does take a little more than just a couple of paragraphs to convince me and you.
If we look at rule one: use small words. I can see how the word "SALE" works just as well if not better than "Clearance Sale". There's less to read and I can get to the meaning more quickly. Why use a whole bunch of words in a title, for example, when one would suffice? Wouldn't you prefer "marketer" to "Director of Marketing Services"? Which one would better describe the work to you?
Maybe we feel the need to explain and provide more credibility. Let the persona do the heavy lifting, counsels Luntz. I agree. So next time you're looking for impact, find one of those beautiful single words and put them to good use.
It's not as easy as you think. Try it here in your comments to this post. Write up a slogan, something you've spent time crafting and honing, and let's look at it together.
I heard him on "Fresh Air" several weeks ago and enjoyed his conversation with Terri Gross and the presentation of his ideas. [Luntz isn't very popular with the DailyKos set.]
Posted by: Roger von Oech | March 12, 2007 at 08:45 PM
One of the local Starbucks stores had a notebook on the counter asking customers what the next Starbucks logo should be.
I wrote: "Experience Coffee".
Posted by: Joe Raasch | March 12, 2007 at 10:56 PM
Oops. I meant the new Starbucks 'tag line' or 'motto' , not logo.
Posted by: Joe Raasch | March 13, 2007 at 08:41 AM
"use small words. I can see how the word "SALE" works just as well if not better than "Clearance Sale""
It's off the mark, but I'm usually curious when I see a sign that says "now open"....and ask myself how that's different from "open"? (we're "not now" open, or some such, but we will be...is "now open" more open than "open"?)
Posted by: peter vajda | March 13, 2007 at 11:17 AM
The word that always gets attention is FREE.
But... I'm usually suspicious when I see it. I'm thinking, ok, where's the catch here.
Posted by: David Reich | March 13, 2007 at 11:52 AM
Another sign phrase I love: Under New Management.
Sooo...employee revolt? The new managers will make the chicken taste better? Less health code violations? What am I to learn from that sign?
Posted by: Joe Raasch | March 13, 2007 at 12:23 PM
I'm never one to turn down group advice. These are some slogans that are in the marketplace; the goal would be to come up with something that improves on them...attracting attention to get someone to look a little deeper.
the business of making networks better
analyze > apply > achieve
take control of your network
puts you in control
Any thoughts on what the best/worst components are of these slogans?
TY!!
Posted by: NW Guy | March 13, 2007 at 12:28 PM
Ok NW Guy:
Color me jaded, but when I see:
"take control of your network" and "puts you in control," I think to myself to "Yeah, right," or "C'mon." I just don't believe it.
Remember the old tagline for Delta Airlines: "Delta is ready when you are." It was never true. Delta was ready when Delta was.
Perhaps something that would overcome customer cynicism would be a step in the right direction.
Posted by: Roger von Oech | March 13, 2007 at 05:51 PM
Wow, I was away all day moderating a panel and look at you guys: this is great.
Roger -- I admit it, I was going for the search engine friendliness with my title, but did not have the guts to get naked with it. Yes, Luntz can come across as a bit overconfident in places, but he is a solid practitioner and as a linguist I agree with his take on words.
Joe -- somehow everything has become and "experience" these days. Don’t' get me wrong, that's what it is. Yet, how can we build a punch line that pulls the emotional chords to the brand. Think of "Good to the last drop". I don't even have to say which brand it is, do I? Maybe appeal to the sensory experience and say "Inhale your Day".
Peter -- not off the mark at all. Now is one of those words publicity people started adding everywhere and now small business owners think it adds meaning to a single word that, as you point out, already has all the meaning it needs. It's the cousin of "new and improved" when all we did was slap a coat of fresh paint on it.
David -- that's what I've been fighting all these years with the Fast Company magazine readers' network group. All our events and membership are FREE. There is tremendous value out of each single event and the group, yet the word "free" somehow diminishes that value to members. Often, there is a catch. Given that I have a full time job and do this to give back and learn/experiment with ideas, in this case there is none.
Joe -- "under new management", I like that! Most importantly, who cares? Unless, as you say, there were some serious issues with the old place, I do not see the benefit to the customer.
Bruce -- what are the results the user is seeking? In this case, the user may not even want to know it's there. "So quiet, you don't know it's on." "Don't look. You're connected!" Something different, fresh, and non technical.
Roger -- you have a good point. Our expectations are so low, that the thing just working these days is already a miracle.
Thank you, this was fun.
Posted by: Valeria Maltoni | March 13, 2007 at 07:39 PM
Valeria, the emotional connection is important. A competing coffee chain in Minnesota uses the tag, "Life is short. Stay awake for it." By way of comparison, I still like the experience I get at a Starbucks. I agree that everything is an experience - that isn't old to me just yet...I'm finishing the last drop!
Posted by: Joe Raasch | March 13, 2007 at 07:46 PM
valeria, i was amazed by a snowboard store tag at les deux alpes: freeride is not a fashion.
simple, straight, effective: do not mess around if you are not rally into freeride.
Posted by: gianandrea facchini | March 14, 2007 at 03:37 AM
Ulimately, whatever the phrase is, it needs to speak primarily to the audience, not speak of the offerer.
I saw a brilliant billboard last week, from Charles Schwab. Eight letters, punchy, with the meaning digested in milliseconds...
IRA. or IRS.
Brilliant!
Posted by: Steve Woodruff | March 20, 2007 at 08:15 AM