Franken-speak and meaningless catch-all language
We've all seen those websites that boast about their "great customer service" or "outstanding quality." and "innovation" - what does that mean?
But let's be honest; those phrases are so overused that they're practically meaningless.
What truly sets a space apart is its unique personality and vibe.
And that's where language comes in.
You can create a coworking space that stands out by carefully crafting your messaging.
So, how do you do it?
First, FFS please forget about the jargon and autopilot examples.
Nobody wants to hear about your "innovative solutions" or "best-in-class services" or your "business dedication" to dudes Richard Branson and Alan Sugar. (I have proof of this!)
Instead, focus on telling your potential members what makes your space unique.
- Do you have a coffee bar with a fun barista?
- Does your ultra-affordable space have a rooftop terrace with stunning views?
- Do you host events on topics ranging from menopause to death?
- Do you have a Creator Write Club?
- Or do you have a community of awkward creatives who inspire each other to greatness?
These are the things that will pique people's interest!
Language is authenticity.
Another critical element of effective language is authenticity.
We create our world through the language we use.
Don't try to be something you're not.
If your space is laid-back and casual, embrace that vibe in your messaging.
If you're all about productivity and getting down to business, lean into that.
The more honest and genuine you are, the more likely people will connect with your brand.
Of course, it's not just about what you say but how you say it.
Writing in a clear, concise, and engaging style is essential.
What is Frankenspeak?
Nobody wants to read the dry, corporate-speak copy - "Frankenspeak", as Ann Handley deliciously calls it.
I first heard "Frankenspeak" in Ann Handley and CC Chapman's 2011 book Content Rules!
Whle examples about Google Plus, Digg are way out of date, the core message remains the same.
A
Please inject some personality into your messaging.
Use humour, tell stories, and create a sense of excitement around your space.
Finally, be brave and feel free to get creative.
There are many ways to make your messaging stand out, from eye-catching visuals to clever taglines.
Think outside the box, and don't be afraid to take risks.
After all, some daring can go a long way in coworking.
If you are committed to standing out in the vanilla world of marketing your coworking space, it's time to start paying attention to your language.
By crafting a unique and authentic brand voice that speaks to the heart of what makes your space unique, you'll attract the right members and build a thriving community that's truly one-of-a-kind.
