Eliminating “weasel words” sparked an interesting discussion: How do we replace the weasel?
The key is using words that have bark AND bite for your brand. It’s not one-size-fits-all—each of us has a different “voice” and it’s important to choose your words accordingly.
But there are a few tips to increase the effectiveness of the words you use to describe yourself to potential clients:
Use power words: Words that convey action, motion, forward movement. Start becomes “ignite”. Help becomes “promote” or “build”. Succeed becomes “thrive”. Push yourself to use language that gives clients a visual picture of what you bring to the table.
Think emotional resonance: Words and phrases that hook potential clients and draw them in. Memorable? Unforgettable. Permanent? Forever. Persuade? Compel. Clients buy based on how you make them feel, so show them what to expect.
Evoke your brand: Words that capture the essence of your brand. If you’re all about innovation, use current, pithy language. Synthesize vast quantities of data? Use short, direct, clear wording. Or show your warmth and understanding through empathetic, hopeful phrasing. Demonstrate your brand in action.
Let your bark (how you get attention) match your bite (what you do with it).