Why variety is important in customer communication
however, is far more varied than it was a few years ago. It’s all about creating images and emotions.
Use adjectives to be more emotional
An ideal example is the appealing text of a private school provider: “The Seeschule stands on historic ground. Our main building in particular can look back on an eventful past.”
Examples from everyday office life:
The phrase “…only the customer decides when and where he wants to make a call or conveniently access the Internet” uses at least the adverb comfortable.
In “… you, as a savvy customer, decide when and where you want to make trouble-free phone calls or conveniently access the fast Internet” with just a few adjectives it becomes a whole, doesn’t it?
Check your texts, use changing adjectives. For example, use a synonym dictionary.
… because in this way you expand your actively used vocabulary to a certain extent: instead of “not doing” something, you can “avoid” it.
The same applies to “not doing something … (doing)” – this becomes “omit something”. Instead of “do not use” there can be “waive”. For “at no additional cost to you” you could write “And that’s all done for you!”.
“Nothing is impossible!” can be replaced by “Everything is possible!”. However, as an established slogan, this can hardly be changed. Take a look at your copy, underline negations and look for alternative words. They will find you!
Replace statements with questions
When you replace statements with questions, you often use a different vocabulary. “We provide you with the necessary overview in the data jungle.” It’s an emotional statement and therefore quite suitable.
Rephrased into a question, it almost becomes a story: “Would you like to successfully penetrate the data jungle?” includes a strongly activating moment. Instead of simply providing answers to suspected questions, simply ask them – and then answer them. So use the rhetorical question as an excellent tool in dialogue with your customers!
Which arguments in brochures, presentations, price lists would you like to try?
Photo credit: opolja / stock.adobe.com
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