The Importance of Being Ernest?

If there was ever a man who knew how to use words it was Oscar Wilde. He said that he put his genius into his life and only his talent into his works. He is also said to have told a friend that he had spent the entire morning putting a comma into something he was writing, and the afternoon removing it…rather him than me.

Last month we covered the topic of making a impression, especially a first impression and how important it is that the words that people read on our websites engage them and, even more important, are relational, because the whole purpose of a website is to get the reader to like and trust us enough to pick up the phone and talk.

Actually it’s rather more than that, because the wording should also set the mood for our messaging and at all times reflect the language of our branding.

What does this mean? Take Dunhill for instance. Even just a glance at the wording of their website reveals their brand. Remembering that this is a company that is successfully transitioning from “smokers’ requisites” to fashion and gentlemen’s accoutrements, words such as “effortless” “unique” “distinctly British” “craftsmanship” and “iconic” float off the page and we are drawn into a timeless picture of old leather, Bentleys and only slightly conspicuous consumption.

If you have a look at these words and reflect for a moment on how they make you feel you’ll understand how their inclusion in a piece of writing will add the right kind of emotions: Easy; simple; safe; protected; results; promise; effortless; secure; strength; benefits; free; guarantee. Each carries a sort of inherent promise. They’re powerful words!