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Can you name your office ‘fruitcake’?

by on
in Workplace Communication

You’ve been talking about an idea for a new office procedure or policy, but no one seems to be listening. Maybe they don’t like the idea.

Or maybe the idea isn’t catching on because you haven’t been using the right words for it. Semantics do matter.

Referring to products and services in a fresh, new light can make all the difference, says Robert W. Bly, author of The Copywriter’s Handbook.

As Bly points out in Fuel Net, “We don’t buy used cars anymore; they’re ‘pre-owned certified vehicles.’” One Texas company saw sales of its fruitcake increase 60% in one year after marketing the product as Texas Pecan Cake, he notes.

Lesson: Whether you’re trying to communicate an idea in the office or writing copy for your company’s intranet site, it’s the message that matters. Keep your communication persuasive by choosing words wisely.

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