Words Matter: Strong Brands Need Powerful Words

In 1975, Chrysler accidentally discovered the value of words to increase sales. With high gas prices forcing American consumers to buy smaller cars, Chrysler introduced the Cordoba, a downsized luxury car. During rehearsals for the TV commercial to advertise the new car, debonair Mexican-born actor Ricardo Montalban ad-libbed that the Cordoba (he pronounced it Cor-DO-ba) featured “rich, Corinthian leather.” Despite the fact that there was no such thing as “Corinthian leather,” the words exuded luxury, which is what Chrysler executives wanted to convey.  The words connected with American car buyers who purchased more than 750,000 Cordobas during the eight years that Montalban’s commercials were aired.

Words are the modern weaponry of the competitive marketplace, conjuring up pictures in the mind and feelings in the soul. Don’t take the words you use in your business lightly. Check and re-check all of your marketing materials—paid advertising, sales literature, speeches, press releases—to determine if a better word could be used to convey a positive image in a prospect’s mind.

Designing a menu for your restaurant? If you were a prospective customer, would you prefer to eat sturgeon fish eggs or caviar? Raw hamburger or steak tartar? Squid or calamari?

Designing a new cosmetic product? What sounds more appealing—Lipschitz Lipstick or L’Oreal Luxurious Lip Gloss?

Challenge yourself. Paint mind pictures for your customers. Pick the right words.