How Can Your Choice of Words Set Your Coworking Space Apart?
In a world of devastatingly bland business jargon, the way to disappear is to use the exact words as everyone else because you think they make you look like a grown-up business person.
You've seen those websites that boast about "great customer service" or "outstanding quality" and "innovation" - what does that mean?
(I know a coworking space that advertises "innovation at the highest level" - WTF, do they make 50th-generation iPhone screens or spaceships?)
Those phrases are so overused that they're now meaningless.
Don't worry, we've all done it, especially me!
I used to be so very very very proud that my website header said:
"Connection. Community. Coworking."
(The full stop after every word was critical!)
TBH, I thought I was on the same level as Apple's 1984 advert.
Then I got taken apart in Nashville at a StoryBrand Live Workshop with the question, "How does that help people?"
All the air got sucked out of the room as my marketing smugness collapsed in front of me.
"But it's what I'm about!" I cried, "It's my essence and meaning!"
I can't remember her name, but my StoryBrand guide looked at me kindly and did not have to say anything.
We both knew it was meaningless marketing mast&%bation and was not helping anyone.
What truly sets you apart is its unique personality and vibe.
Language is how you create a coworking space that stands out.
Do you even want to hear about your "innovative solutions" or "best-in-class services" or your glowing business dedication to endless lines of white dudes like Richard Branson and Alan Sugar?
Instead, focus on what makes your space unique.
- Do you have a coffee bar with a polymath barista?
- Does your ultra-affordable space have a rooftop terrace with stunning views of Bristol?
- Do you welcome nervous dogs learning to be around people?
- Do you host events on topics ranging from menopause to death? (I know places that do!)
- Do you have a climbing wall and showers?
- Do you have a Creator Write Club?
- Or do you have a community of awkward female creatives who inspire each other to greatness?
These are the things that will pique people's interest!
Another critical element of effective language is authenticity - that is a sucky marketing word, but it is an important one.
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 faster people connect with you.
Writing in a clear, concise, and engaging style is essential.
Nobody wants to read the dry, corporate-speak copy - "Frankenspeak", as Ann Handley deliciously calls it.
