Get to the point
Giving names to services and ideas gives those things more significance and makes them easier to refer to and remember. Create names that fit your brand and use them consistently.
Defining your own language is a powerful way to take control of the way you communicate. Your own words and phrases become your calling cards. The things that, when seen and spoken, are the shortcuts to remind people that you exist and that you offer something different.
In Clarity Wins, Steve Woodruff expands on this idea. He ditches traditional expressions in favour of his own catchier alternatives. We’ll hear more from Steve in the Interviews (chapter 31).The rest of this post is only for Espresso+ Members.