Here's how to create words that win:
In my role as knowledge manager at the R&D centre of a global market research company, I provided project design and analytical support for over 30 countries around the world. Doing so made me realise the importance of knowing your target audience and having a solid understanding of their needs.
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You can't talk to everyone. That's why you must define your target audience. Once you know to whom you are speaking, you won't waste your time (or money) on people who don't want to hear what you have to say.
Have you ever noticed how your voice changes to 'fit' different people? Your voice is your brand. And it must connect with your target audience.
One of the topics I discussed in my 2010 research paper on building powerful brands is the importance of knowing who you are. Once you know what you stand for, you can speak to your target audience in a language they will understand.
It doesn't matter if you're writing or if you're speaking. It doesn't matter if you're communicating online or in the real world. You must be consistent.
One of the topics I discussed in my 2011 research paper on creating successful advertising is the importance of having the same 'voice' across all media. Fail at this and your audience won't listen, even if what you're saying is what they need to hear.
How do you create words that win? Say the right thing to the right people at the right time and in the right way. It's not always easy, but it's always worthwhile.
