Jul 6, 2018
This episode discusses the Top 5
Wording Mistakes Businesses Make — a highly requested topic when I
did a survey on The Brainy Business Facebook page, which, if you do
not already like that page I encourage you to check it out. There
is a great discussion there, and I share different content
including a lot of tips and you can connect directly with me and
others who love behavioral economics.
I’ve broken the Top 5 Wording
Mistakes down into five categories: too literal, too boring, too
much, too vague, and too confusing.
- [01:37] Today’s episode is all about the Top 5
Wording Mistakes Businesses Make.
- [03:37] If you have made any of these mistakes,
it is important to know that you are not alone and you are in good
company. The wording mistakes are easy to change and
- [05:12] I’ve broken the Top 5 Wording Mistakes
down into five categories: too literal, too boring, too much, too
vague, and too confusing.
- [05:30] An example from the too literal
category about a top-notch local nail salon.
- [09:25] People need to have the message
properly framed for their brain.
- [10:49] Thinking, “it is still true and it was
a good thing then so it can’t hurt now” is not true. Keeping that
old sign up is damaging your reputation now.
- [12:04] Finding a new way to frame the old
literal message will help you stand out and be more
- [13:41] Another example in Too Literal is
talking about features instead of benefits.
- [16:23] Features and literal translations
rarely break through the clutter and don’t get remembered. When you
are too literal, it is just noise. Use interesting, catchy wording
to break through the clutter.
- [16:55] The next mistake is being Too
- [19:21] With a boring name, it will not stand
out and you’re not going to talk about it even if it is your
- [22:48] Let’s talk about Cotton Candy grapes.
Would we have come to the place of thinking they taste like cotton
candy without the prompt?
- [23:55] In this situation, we have all been
primed with the concept of cotton candy. Very likely we wouldn’t
have all said it tastes like cotton candy but now we
- [24:32] The other concept that comes up, in
this case, is the concept of expectation.
- [25:58] When we believe beforehand that
something will be good it generally will be good and when we think
it will be bad it will be bad.
- [27:32] You probably know that dopamine is
responsible for enjoyment in the brain and it drives a lot of our
behavior, but studies have shown that anticipation is where the
dopamine is released versus the treat itself.
- [30:31] The lesson here is to be interesting to
- [31:45] The next wording mistake businesses
make is including too much.
- [32:13] Our brains get overwhelmed easily, way
quicker than you would think. This wording mistake is the most
- [34:33] When your conscious brain is too bogged
down with information for it to be easily remembering, it can’t
block and help with your making good decisions.
- [36:14] The point of marketing is to get people
interested enough to go to your website, pick up the phone, or come
in person. The thing that you are trying to get them to do is take
the next action.
- [37:56] It is more effective to have one
message you are trying to get across to get someone interested
enough to learn more.
- [38:36] The 4th wording mistake is being too
vague. Melina shares a study from a grocery
- [42:06] Our brain will latch onto an anchor
even if it is arbitrary. Look for times when you can get to
something specific that is not tied to something
- [43:45] Understanding how these concepts work
together is important if you are trying to implement some of
these. A lot of this work together to help you be more
- [44:25] The last wording mistake I see
businesses make is being too confusing.
- [45:20] What is it that I want my ideal client
to do and how can I make it easy for them to understand what it is
and take the next step? Our brains are busy and quick to move on if
what is there is confusing.
- [46:51] Having one task for everything that you
put out there so that it is not confusing for them and it is really
clear is key.
- [50:30] What is your interesting and not so
literal and not vague way of messaging that isn’t
- [51:19] Melina’s closing thoughts.
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