Why You May Be Silently Losing the Affluent
For several months I have been reading a newsletter, written by a young marketer about business growth. Most of what he writes about is old territory for me, but I have enjoyed how he approaches some marketing concepts. But today, I unsubscribed.
It is not because I do not think I might get additional value. It is because this marketer, keeps using the incorrect word, “anyways.” I’ve tried to ignore it, but continuing to subscribe, with this flaw, and the fact his content is not extraordinary, means I can skip it. You may think I am being petty, but I am certain there are others who could be valuable subscribers for him that would do the same.
The first time I heard it was in the 1990s. Instead of saying “anyway,” a secretary concluded her comments with “anyways.” It struck me as strange and certainly wrong, but I dismissed it as her peculiar approach to language. These days, I hear and read “anyways,” often. It is particularly common among young YouTubers.
A few weeks ago, I read a news story from a popular business news site, and there it was in the story. I could not resist sending a message to the reporter. Having spent years in media organizations with high standards, I asked: “What kind of editor would allow this in a story?”
Language is one of the first issues I address with my luxury clients. You may have read or heard me observe, how “yeah” and “you guys” have crept into our language. It is so common you will routinely hear this from correspondents on the evening news. That’s fine if those organizations are willing to diminish their product in that way, but in luxury you are supposed to offer more – status, significance, sophistication, and elegance. Phrases like “anyways,” “yeah” and “guys” cheapens the experience. With some affluent clients, this will be a disqualifier. We are not paying to feel like we’re at a hot dog stand.
If you think this does not matter, just analyze the amount of effort, experienced marketers to the affluent put into the right words. Here are excerpts from direct mail letters, I’m certain were commissioned at five to six figures:
Smithsonian
“Our Preferred Reader Program has identified you as someone who is fascinated by history, science and culture. With this in mind, our Publisher has authorized us to offer you Smithsonian at a Preferred Rate."
Forbes
“The world’s wealthiest and most powerful business leaders use Forbes to keep score on who’s up, who’s down, and how their ideas, companies and technologies are changing people’s lives. I believe you are especially equipped to appreciate our rigorous, to-the-point journalism.”
These passages speak directly to the affluent’s significance, with elevated language while distinguishing the company’s significance. This is not accidental. I am on their list because I fit their profile. Reading those words, reinforces these publications are right for me.
If you or anyone in your business are saying “anyways” stop. It is wrong. Stop doing that and anything done by the crowd, particularly if you are calling yourself a luxury professional. You are unknowingly, losing clients.
