Manar Al Hinai: Recognise the power of words with your presentations

When people from the GCC describe someone who is thin, they usually use the adjective “tha’eef” for a male, or “tha’eefa” for a female. When they want to describe someone overweight they say “mateen” for a male, or “mateena” for a female. Although these words are commonly used, what they literally mean is weak and strong respectively. This probably stems from the past when being thin was associated with weakness and poverty and the latter associated with strength and wealth.

I am paying close attention to adjectives at the moment as my sisters and I are in the process of launching a new business. It means we need to think carefully about the words we use to market the entity and the effect they might have on our customers. The use of strong adjectives could be burdensome, and even give a false impression to our customers.

For example, using the word “expert” or “exclusive” should only be used if you are certain your products are genuinely exclusive, or if you are truly an expert in a field. As we launch our business, my sisters and I are steering clear of any words that might unintentionally portray us as something we are not.

As you draft your own business plan, or write a product description, here is what to keep in mind to engage your customers and persuade them to try your products/services:

• Assess what others have done

Evaluating your competitors is part of the research process, so analyse how they describe their companies and their products along with the language they use. If they sell a number of products but only one is a best-seller, look at the product’s description and assess its name, how it is discussed on social media, the words that are used around it. From there you can get an idea of how to describe your own business and its offering.

• Speak the language

Depending on who your customer base is, choose words to market your business that your target audience will understand. If you are targeting teenagers for instance, avoid using old or complicated terms and instead opt for clear, simple words instead. Choose shorter descriptions and substitute text for visuals. Make them feel that you are talking to them using their language. Avoid jargon unless your are writing for a very specific group.

• Use specific terms

Once you understand who you are writing for, it is also important to use specific terms when describing your product and avoid vague or general words. A thesaurus will help to inspire your choice. Avoid exaggerating and use the most realistic adjectives.

• Use sensory words

The most powerful words for describing a product are sensory because they make your customers feel, see and taste your products. When you read sensory words such as silky smooth or rough texture, different areas of your brain light up and your readers can visualise what you are selling. Galaxy is an example of a company that uses sensory descriptions for its chocolate. The word the brand uses to describe the texture of its chocolate is “silky”. It also uses images of soft, brown silky fabrics in its video advertisements to highlight the message. Science research has proved that when customers feel or touch your products, they are more likely to buy it. While that is harder to achieve if you run an online store, the closest alternative is using sensory words and images on your site to make them feel like they have touched/felt your products.

• Take time to edit

The editing process for your marketing material needs careful handling. It took my sister and I days to tweak our “about” page for the business. Also have a potential customer review the text; you want to ensure your customers like your website’s home page, about section and your products page, so gather their feedback. In addition, ensure a copywriter gives the text a professional review before you share it. An obvious typo could turn your customers off and portray your business in an unprofessional light.

Manar Al Hinai is an award-winning Emirati writer who manages a branding and marketing consultancy in Abu Dhabi. Twitter: @manar_alhinai.

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