Tip #1 - 8 - Smith your words…consistently

One of the sure-fire ways to kill your messages and hurt your brand is to convey your important thoughts inconsistently. R. W. Emerson said it best:  Foolish inconsistency is the hobgoblin of little minds. With a little concentration you can profit every time you open your mouth.

Start a journal of words and phrases you like. You can spend hours reading a thesaurus and rhyming dictionary, but a personal diary of words and phrases you like beats all because it is a compilation of what you like and it can help you set your style and keep it intact. That’s good for your brand. Write down words and phrases that catch you eyes and ears, let them sit a few days (or longer), then use them or draw a line through them so you do not use them.

Get the most attention possible from your target markets. Focus anew on the messages you want to deliver and develop innovative ways to combine them with useful media for effective delivery. Own what you say. When you arrive at unique and interestly different ways to convey your message, make it yours. What do I mean? Here’s an example. You have heard the time worn phrase features and benefits until you are so used to it that you do not hear and benefits once your mind hears features. The phrase goes through your brain like grain through a goose. Say benefits and features. Not only must you speak it clearly because you are not used to saying it in that sequence, you also hear it clearly because it is something new. Time worn phrases are tattered by over use. They fail to attract avid listeners.

"Hi, Dad. Here's your paycheck." Not words you may want to hear if you head a family business and you've been the godfather for thirty years. That’s a crisp way to open a conversation with a family business owner. Everyone has a breaking point. How large a check could you write to save your life without it breaking you? Same impact in question form. 

When people age, their concerns shift from short- to long-term issues. They may want to take action then, but it may be too late. 

• Will your money will last longer than you will?

• Will a medical calamity will wipe you out?

• Will there be something left for your loved ones?

• Would you like to do something beautiful for your grandchildren with Uncle Sam subsidizing the bill?

• Which do you prefer: to create your own liquid assets or to leave your assets to be liquidated?

Do you have different, more poignant words for planning, insurance, and services? You should. I have long advocated phrases like terminal tax liquidity to make the ponderous estate tax planning or estate planning not lead listeners to ennui. Some advisors understand and make hay with uniquely tailored wording they adopt. Others copy traditional terms and phrases like these and fail to evoke interest as they could.

Mark your words. They mark you.

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