Get to the Point - II

"What does your Web Copy say about you?"
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According to Rick Sloboda, a senior copywriter with Webcopyplus, the words you use on your Web site should project the personality of your products, services and business. "They signify what you stand for and promise to deliver," he says.

As an example, Sloboda cites Web copy from three different auto companies, each of which uses language designed to reinforce the brand:

• Mercedes-Benz stresses luxury: "Enjoy bold, spirited styling with an air of sleek confidence."


• BMW is about performance: "Do bear in mind that 0-100 km/h in 5 seconds limits your chances of actually spotting the BMW M Coupe on the road."


• Volvo has a reputation for safety: "Preventative safety features like Dynamic Stability and Traction Control (DSTC) help you, the driver, avoid accidents by evading them."

So, how do you choose the right words?

• Focus on your strengths. Customers will respond to words that underscore the functional or emotional benefits of what you sell.


• Use an authentic vocabulary. Be true to your company's location and values.


• Give your employees a voice. Many businesses post employee photos on their Web sites—why not quote employees in your Web content? It adds a human touch, and touts your staff's expertise.

The Po!nt: "Make your words count—a confused customer equals a missed opportunity."

Get to the Po!nt - Customer Feedback

Say You Love Me
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If you're unhappy with the quality of a product or service, you know exactly what to do: You call or send emails until the problem is solved—many companies devote entire departments to handling complaints. But what if you couldn't be happier with the transaction? How do you heap praise on an employee or company?

Oddly enough, it isn't all that easy for pleased customers to sing high hosannas. Often the best you can do is to thank the person who helped you. In a post at his Damn, I Wish I'd Thought of That! blog, Andy Sernovitz suggests a number of ways your company can encourage and generate positive feedback:

• Let customers leave compliments on an "Employee Thank You" wall stocked with paper, pencils and thumbtacks.
• Ask your customers to vote in the Employee of the Month contest.
• Put your Web site's feedback form in a prominent location.
• Invite free-form comments on post-purchase surveys. "You're not going to get praise from a multiple-choice question," writes Sernovitz.

The Po!nt: "Companies need a feedback loop," says Sernovitz. "You need to open the door to positive feedback. If you don't ask for it, you're not going to get it."