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Words can… raise eyebrows

johnormston

What does it for you? I mean raises your eyebrows. For me, it’s discovering that golden nugget about a client’s business, brand, product or service that you instantly know will resonate with their target audience. Often overlooked or taken for granted by the company itself, this little bit of treasure might take hours of interviews… Continue reading Words can… raise eyebrows

Words can… give the wrong impression

johnormston

As the prospect of a No-Deal Brexit lurches ever closer, the timing seems right for a cautionary tale about the use of negative phraseology. ‘No’, it won’t surprise you to hear, conjures up feelings of disappointment. But did you also know that, according to leading neuroscientists, the very mention of this two-letter word releases stress-producing… Continue reading Words can… give the wrong impression

Words can… help you click with customers

johnormston

Source – BBC NewsUsing language your audience either doesn’t understand or won’t respond to is no joke, as Kylie the not-so-common dolphin knows. Separated from his pod, Kylie’s changed his pitch, raising it by as much as 30KHz, when swimming with his new found friends, the local harbour porpoises in Scotland’s Firth of Clyde. By… Continue reading Words can… help you click with customers