Moving from an energetic meeting this morning with an entrepreneur, on to a phone call with a newly appointed global General Manager who spoke with urgency about needing to reach and communicate with his people, then on to a flight reading through Harry Beckworth’s book What Clients Love: A Field Guide to Growing Your Business (Warner Business Books, 2003), I am touched by the push-pull I encountered over the importance of words in today’s world of the Web.
Take Harry’s point. With everyone awash with messages — 32,000 for each of us every day, he says — it’s Midnight Cowboy time. Remember the song…
Everybody’s talkin’ at me.
I don’t hear a word they’re sayin’."
We, says Harry, have to think more about letting our actions speak and using images. Words are just worn out.
Are they? Listen to Mike Herman of H&H Laser in Cornwall, N.Y. Mike needs and wants marketing that gets out the words that convey all about the fabulous glass and tile etchings his shop produces.
H&H can use some old fashioned coverage in the (print) media, and some search-engine-findable text on the Web. Yes, pictures will be great and part of the messaging.
Following the talk with Mike, a colleague recently promoted to lead a business unit for a major technology company said he needs words that set forth the purpose of the business and its goals clearly and convincingly for the staff.
Though we all are assaulted by messages everywhere — now there are TV-like screens under the hand rails of escalators in Chicago airports — we still need words to add precision and clarity.
Of course, the words mean the most to, and have the greatest impact on, individuals that will benefit most from the message.
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