Tag Archives: brand reputation

5 (more) things you shouldn’t say to customers

Posted on October 3, 2012 by | 1 Comment

what not to say to customers

In August I shared “10 things you shouldn’t say to co-workers,” and in September, “10 things you shouldn’t say to your boss.” This month I’m back with things you shouldn’t say to customers. But First-Rate Customer Service Forum recently shared “5 things you shouldn’t say to customers” and I’m not interested in reinventing the wheel, so today I’ll add to that list:

  1. “Exhausted!” or “Counting down until my shift ends!” When checking out at a store, I always greet the employee with a friendly “Hi, how are you?” It catches me off guard when the person’s response is negative. In other social situations—if I were speaking to a friend, for example—I would welcome the honesty, but when you’re talking to customers, it’s best to be positive. Instead say: “I’m well, thank you!” or “Looking forward to enjoying the beautiful weather we’ve been having.”
  1. “What a jerk!” I’ve witnessed more than a few angry customers in stores. Sometimes it seems as though the anger is completely valid; other times it appears as though they are taking out their frustration on a customer service rep who’s just in the wrong place at the wrong time. Regardless, I’m always impressed by the reps who maintain their composure after the person leaves. Instead of drawing further attention to the negative exchange, those reps say things like “I’m sorry for the wait. How may I help you today?” or “I apologize for that scene. What can I do for you?” Those transitions have a calming effect on the remaining customers.
  1. “You can try, but my manager is just going to tell you the same thing.” I can count on one hand the number of times I’ve asked to speak with a manager, but in those rare instances, I do not like to be told that the supervisor isn’t going to listen to my complaint with an open mind. Instead say: “I’m not authorized to do that, but let me transfer you to my supervisor.”
  1. “OK.” I’ve never felt more blown-off by a customer service representative than I did on a phone call last week. I was attempting to book reservations for a trip, and I checked the business’s website before calling. The site said that they still had room available, but when I called—after waiting on hold for a good long while—the unfriendly man I spoke with told me they were sold out. I explained to him that the website wasn’t accurate and should be updated. His response: “OK.” Not another word. If a customer gives you feedback, reply gratefully. Say: “Thank you for making me aware of that. I’ll make sure it gets taken care of as soon as possible.”
  1. “Would you like to save an extra __% today?” I understand that many stores require their employees to ask this, so I don’t begrudge the individual customer service reps, but boy does that question annoy me. Of course, I’d like to save that percentage—or any percentage—but I’m not interested in paying for a membership or applying for a special credit card with horrible rates. I strongly prefer this far less manipulative alternative: “Are you familiar with our rewards program?”

What other phrases do you avoid saying to customers?

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[Image Source: Mindaugas Danys]

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Are you sure that’s how to pronounce that word?

Posted on October 1, 2012 by | 2 Comments

pronunciation matters

While I was cooking dinner one night, my daughter was excitedly telling me about one of the books in her favorite series, The 39 Clues. I was confused about her frequent references to “the Tom,” until I realized that she meant “the tomb.” The mistake was understandable, because most elementary school students don’t encounter the word “tomb” often.

About a week later she was telling me about another book in the series and referred to “Sin-ad.” I understood her mistake instantly and explained the correct pronunciation for that Irish name (shi-NADE). Because my daughter bounces between the paper books in the series and audio books, depending on availability, she had learned that there were several names and words that she was mispronouncing to herself, but sometimes she preferred her version. “If you want to think of it that way when you are reading to yourself, that’s OK,” I told her, “but if you use the wrong pronunciations when you talk with your friends about the books, they won’t understand you.”

If you mispronounce a word in the workplace, others may understand your meaning but the error can damage your reputation as a polished professional. (I wince every time a friend refers to going for her annual “mammy-o-gram.”)

You may have been mispronouncing a word your entire life and not realize it, because others make the same mistake. I’ve been guilty of mispronouncing dilate (dialate), height (heighth), nuptial (nuptual), triathlon (triathalon), sherbet (sherbert) and many others.

You can find numerous lists of commonly mispronounced words online, and here is one to start you off, from Dianna Booher. I’ve written before about mobile applications that pronounce words for you, and I’ve just discovered another option.

If you type “define:” followed by a word in Google’s search bar, it will show you the definition. I’ve used that shortcut for years, but now I’ve discovered that Google also displays a speaker icon that you can click to hear the word’s pronunciation.

Tell us about a mispronunciation that bothers you or a mistake that you’ve made.

[Image Source: Sharon Mollerus]

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To be (accurate), or not to be (accurate)—that shouldn’t be a question

Posted on September 26, 2012 by | 5 Comments

O, Romeo, Romeo, Wherefore Art Thou Romeo? circa 1912 William Hatherell 1855-1928 Presented by the Trustees of the Chantrey Bequest 1913 http://www.tate.org.uk/art/work/N02937

For the past couple of months a frequently played radio commercial has been driving me a little crazy. It’s a Microsoft ad promoting educational software, and it features the voice of a teenage girl who’s writing a report on Shakespeare’s Romeo and Juliet. At the end of the spot she quotes the play’s most famous line “Romeo, Romeo, wherefore art thou Romeo?” and follows up with “He’s not in my high school!”

Presumably, it’s supposed to make listeners chuckle, but I cringe every single time.

I used to teach high school English, and Romeo and Juliet was on my ninth-graders’ syllabus. There are a myriad of ways to teach that play, but I’d bet money that just about every English teacher makes a point to stress the meaning of that one, very famous line.

If you need to brush up on your Shakespearean language, let me fill you in: “Wherefore” doesn’t mean “where.” It means “why.” Juliet isn’t asking where Romeo is; she’s asking why he’s Romeo, a Montague. She’s lamenting that, of all the men in Verona, she had to fall in love with the only son of her family’s mortal enemy. It’s not a nitpicky detail; it’s a crucial plot point!

So why oh why wherefore oh wherefore is Microsoft encouraging an incorrect interpretation of the line? I have no idea, but I don’t like it.

Before you risk hurting your organization’s or your personal reputation, do a little research. Amy Beth has written about the issue for presenters, at the American Speaker Blog, but fact-checking is an important step for all professional communication.

What is the most cringe-inducing error you’ve seen a company make?

[Image Source: Tate Gallery]

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The top 3 business writing mistakes you’re probably making right now

Posted on September 17, 2012 by | 1 Comment

This is a guest article by Dawn Josephson.

Most businesspeople have great ideas, but when it comes to putting those ideas on paper, they ramble on for pages and end up looking less than professional. But in today’s communication age, with email trumping the phone and deals being done via text and social media, writing skills are of paramount importance. In fact, when your writing gets to the point quickly and effectively, you can enhance your credibility, position yourself as a leader and, ultimately, increase your bottom line.

Following are the top three business writing mistakes that plague most business writing. Overcome them today to boost your professional presence.

Mistake 1: Not knowing the specifics of your audience.

Just as you would tailor your message depending on whether it was going to employees versus prospects, you also need to tailor your message to specific demographics within the larger identified group. For example, if you’re writing promotional materials for your product or service, and the majority of the people who do business with you are older, well-established professionals, you’ll want to highlight the product or service’s safety features, reliability record or guarantee. However, if your main clientele were younger millennial types, you’d want to emphasize the product or service’s trendy image, quick results or easy to use/understand features. If you have an equal number of clients in both demographics, then you may even need two separate sales messages. One generic message rarely cuts it these days.

Therefore, before you write a word, really think about who’ll be reading what you write. Get into their heads. Talk to their precise needs, issues or worries. And then craft your message specifically for them. The more you know your readers, the better you can reach them with your words.

Mistake 2: Writing to impress rather than to express.

People often think that big words and long documents impress people. In reality, just the opposite is true. People who try to write with the hopes to impress others with their knowledge only accomplish one thing: They lose the reader!

To make sure you’re expressing rather than attempting to impress, examine each piece you write and distill its core message or purpose down to one or two sentences. If you can’t do that, then either your writing is not focused or it’s so drawn out that not even you can understand it. If that’s the case, then go back to each paragraph within the document and try to condense each down to one or two sentences. String those new sentences together, and then pinpoint your piece’s purposes. That’s the core message you want to express. Rewrite the document with the core message in mind, using common, everyday language. Remember, true genius is when you can explain your idea in such a way that a five-year-old child can understand it.

Mistake 3: Talking down to your reader.  

Have you ever reread your own writing and said “It sounds all wrong!”? That’s because the tone of your writing was likely wrong. Determining your writing’s tone is important. A follow-up letter should not have the same tone as Web copy.

Most businesspeople try to use an excessively formal tone in all their writing as a way to show their expertise. But excessive formality often comes from a writer who is insecure with his or her authority. By using an overformal tone—complete with many technical terms, references to research studies when it’s not warranted and referring to the reader as “one” rather than “you” (as in “one can see …” versus “you can see …”)—the writer attempts to mask his or her insecurities. Most people don’t want to do business with someone who is insecure, so keep the tone of your writing conversational and approachable.

Write it right.

When you write better, you earn more. So no matter what you’re writing—whether it’s a sales letter, an email or a press release—make sure you avoid those three business writing mistakes. Remember, your ability to write clearly and succinctly will make your writing stand out and will enable you to reach new levels of success.

Dawn JosephsonDawn Josephson is a ghostwriter, editor and writing coach who helps business leaders and professional speakers create engaging and informative books, articles and marketing pieces. Visit www.masterwritingcoach.com for more information about how she can help you.

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3 ways to ensure that people actually read your tweets, posts and shares

Posted on August 29, 2012 by | 2 Comments

get people to read your posts, tweets and shares

Like many people who are plugged in to multiple social media platforms, I sometimes feel overwhelmed by the constant stream of information sharing. Those platforms can be an invaluable source of insight and new ideas, but there’s so much out there that users have to be selective regarding what they actually click through to read. Here are three tips to improve the chances that your followers will pay attention to what you share:

  1. Keep it relevant. First and foremost, share only content that is interesting and applicable to your customers and followers, if you’re using a social media platform for your organization. Even on your personal accounts, don’t share things that are uninteresting to others (what you had for breakfast, for example) or that could harm your reputation (rants about your co-workers, for example).
  1. Limit the number of posts. Even if all of the content you share is relevant, however, it’s still possible to overshare. One of my co-workers stopped reading the posts of a LinkedIn connection, not because they weren’t good, but because he shared upwards of 50 posts every day. Often in these cases of overposting, the problem is that the person has multiple social media platforms linked. I suspect that my co-worker’s connection had his tweets forwarded to his LinkedIn account. Tweeting 50 times a day, while still a lot, is significantly more acceptable than sharing 50 posts on LinkedIn or Facebook. If you inundate your followers with posts, they will tune you out, either by ignoring you, by unfollowing or unliking you, or by blocking you from their walls. Instead: Think about the platform you’re using, and choose the appropriate number of posts for that site. As a general rule, limit yourself to no more than 10 shares per day on platforms like Facebook and LinkedIn—and that’s assuming that they’re all very relevant to your followers (and not all self-promotion). You can share far more on sites like Twitter and Pinterest, as long as you keep the content interesting.
  1. Preface your posts. I’ve noticed recently that I’m much more likely to click through and read something if the person who posted it explains why he or she is sharing it. We’ve talked about the importance of “Why” multiple times here, so that should have been obvious. The problem is that it’s really easy to be lazy about it. You click the “Share” buttons and the tweet or post is already created for you. Why bother adding your own comment? Adding your own thought—whether it’s an accolade like “I’ve never thought about networking from this perspective. Brilliant!” or a call to action like “What do you think: Is this entrepreneur forward-thinking or completely out of line?”—reminds your followers that you’re a human being with real thoughts, not a robot sharing random posts.

Want to connect? We’re on Facebook, Twitter and Pinterest!

What makes you click through—or skip over—something shared through a social media platform?

[Image Source: F. Delventhal]

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