For starters, Jimmy comes across like a giant doofus.
You don’t have be a rocket surgeon to pick up on Jimmy’s off-putting way of referring to himself in the 3rd person. Now, take a long look at your company’s website and other marketing materials. Beyond the occasional (and necessary) mention of the name, how many times are you “pulling a Jimmy?”
Do you refer to your business using “Jimmy-speak?”
• “At Walter’s Widgets, they pride themselves on each widget being widge-tastic!”
• “A lot of companies can clean your carpets. But at Clem’s Carpet, they make sure it’s done the right way by Clem’s experienced team of carpetologists.”
• “When you want the freshest burrito, think Burrito Town. Burrito Town grinds their own meats, shreds their own cheese and every Burrito Town employee washes their own hands at least once during each of their Burrito Town shifts.”
Okay, so Jimmy’s memorable…but do you want your business to be remembered by being laughed at? Or by coming across as a rinky-dink outfit that’s given no thought about how to speak with your customers, not at them? Lenni says “no!”
Speak to all your customers as if it’s a one-on-one conversation.
Don’t make the mistake of addressing your business audience as a crowd. Whether it’s on your website, an ad, a brochure, direct mail piece or personal letter, you (and your company) are only communicating with one person at a time: that reader. So act like it.
~ Lenni Lee | word wrangler
