Date post: | 20-Oct-2014 |
Category: |
Technology |
View: | 1,323 times |
Download: | 2 times |
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it’s not what you say, it’s what they hear
October 2013
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the challenge
+ While there have never been more ways to communicate…+ …it has never been more difficult to actually be heard
democratized information +
authority
information overload
global sales environment
historic levels of
mistrust + skepticism
institutional betrayal
fractured media
what you’re
trying to say
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Think like a wise man, but communicate in the language of the people.
+ William Butler Yeats
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language gaps
you say
language gaps
they hear
the estate taxis bad for the economy
the estate tax is for the super rich and doesn’t impact me
drilling for oil continues to be an important way to find new
power sources
drilling for oil is dangerous and environmentally hazardous
eating in moderation is important
eating in moderation is about dictating to me what I can’t eat
+ Many messages continue to be rooted in what we want to SAY, not what our audience is open to HEARING
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the right language
you say they hear instead say
the estate tax is bad and people should be
against it
the estate tax is for the super rich and doesn’t
impact methe death tax…
drilling for oil continues to be an important way
to find new power sources
drilling for oil is dangerous and environmentally
hazardous
exploring for energy…
it’s important toeat in moderation
eating in moderation is all about what I can’t eat
eating a balanced diet…
+ We help find the right language to make sure people don’t just hear what you’re trying to say – but they ACT
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language matters
+ HOW we say things defines how audiences hear us
How should the government make it easier to build new power plants?
26%
56%
67%
40%
YES
NO
YES
NO
relax government regulations
relax environmental
standards
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+ The RIGHT LANGUAGE can transform how the market looks at brands and products
“universal acceptance” 22%
“knowing my card will work whereverand whenever I want to use it”
68%
Which of the following is more important to you in a card program?
language matters
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a different approach
+ We measure second-by-second, emotional reactions to language and messaging
+ We use same approach to help news networks understand the effect of political language
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some (brief) examples
language shifts[ ]
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original Monster.com language
job board
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language shift
job matching engine
job board
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resulting work
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original Starbucks language
instant coffee
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language shift
coffee, in an instant
instant coffee
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resulting work
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original Invesco Van Kampen language
guaranteed income for life
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language shift
protected growth
guaranteed income for life
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resulting work
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original Head Start language
public spending for education
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language shift
investing in our youth
public spending for education
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impact
at a time when most education
programs suffered drastic cuts, Head
Start received nearly $1 billion
USD in additional funding
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original Microsoft language
Windows 7 has features you will love
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language shift
highlight better BASICS
highlight better FEATURES
LISTEN to what people want
DICTATE what people want
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I wish it was just faster. Easier. Simpler. I’m a PC and Windows 7 was totally my idea..
resulting work
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Conservation International language
biodiversity
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language shift
All life on earth.People and nature.
biodiversity
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other language shifts
they said we recommended
transparency clarity commitment
fraud protection zero liability guarantee
online shows webisodes
addiction abuse
cattle cows
producers farmers
moving to the cloud leveraging power of the cloud
providers doctors
globalization global mindset
scheduled maintenance ongoing maintenance
unwavering commitment renewed commitment
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New YorkWashington
LondonParis
what’s your language strategy?
Keith YazmirMD EMEA+44 (0)20 7611 3884 | +33 (0)6 30 99 44 [email protected]