Small
words make a big difference
Sometimes
we assume we either need a big budget or lots of power to make
a difference to our marketing efforts. But often all you need
is a little imagination and a few tweaks to what you already
do.
There’s
a great story about a poverty stricken man who approached an
international hair shampoo manufacturer, promising them a way
to double their sales with minimal investment and without changing
their product at all.
After
some extensive negotiations they agreed to pay him a significant
sum of money in return for his “secret”. Like all
the best ideas, it was simple and for many years shampoo companies
used it.
On
the back of the bottle where the instructions for use are given: “apply
to wet hair and rub to create a lather, then rinse thoroughly”,
he suggested adding one word. It was “repeat”. And
it worked!
A
couple of years ago I noticed the signs at underground stations
describing how trains are running. Next to the name of each tube
line, station managers added either the words “delays occurring” or “normal
service”. Simple enough.
More
recently I noticed a small change at some stations, a change
that’s slowly spreading to them all. Next to the tube line
names the words “normal service” have been replaced
with “good service”. Same service, same staff, no
cost just one changed word. And yet imagine the difference that
makes to both customer and staff perceptions of the service offered
and the change in morale!
So
is there a simple way you can change your service or make your
marketing more effective? There is. You!
When
you write a brochure, advertising or website copy, turn round
the way you describe your facilities. Instead of writing “we
offer excellent services…” address the customer directly
by using the word “you” and describing how your excellent
services can benefit them. You’ll be glad you did.
Susan
Briggs
Susan@tourismnetwork.org
|
