Changing perceptions by changing language

Early last week I thought "World Class" was as good as it gets...

... until I heard Kevin Roberts from Saatchi & Saatchi tell the audience that "World Class" was only as good as everyone else - average.

Today, when I received an e-mail announcing a "World Class website development", I thought "that's a pity".

It's amazing how you can influence people's perceptions with your language. Most importantly, you also need to explain the context of your words, like Kevin did with "World Class".

If you are in sales and price is an issue, you can educate your clients on the difference between "cheap" versus "value".

Think about the words your customers use and then educate them on words and stories you would like them to use to describe your products or services.