Semiotics Tip – Be Clear and Precise

by Feb 7, 2020Semiotics

tip of the day

#Semiotics tip of the day: Earn the trust of clients by respecting their intelligence. Use precise language and try not to exaggerate.

• Make claims which are coherent. If you claim to have measured something, it must be capable of being measured: it is fixed, discrete and doesn’t move around or change while you are trying to count it. If you claim to have discovered a trend, make sure you know what you mean by that word and are not just using it for dramatic effect. Fudging these issues leaves clients feeling baffled and suspicious.

• Make life easy for your client by making claims which are credible according what they already know and treat as fact. Resist the temptation to make claims which are too large and ambitious in scope – claims to have discovered universal features of humanity that, if true, would contradict centuries of science and philosophy. Focus on #marketing. You’re not here to start a war on science.

• Avoid proprietary language; its usual function is to hide and obscure rather than reveal or clarify. You don’t need your own special names for the things that you discover in semiotics. They already have names. Everyone’s life is easier when we speak the same language.

‘Using Semiotics in Marketing’ is published 3 March. It is full of examples and demonstrations of best practice to help everyone become better at semiotics. Available for pre-order now on Amazon and at KoganPage.com, where you can download a free sample chapter.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Other posts

Semiotics Tip – Brands Serve Consumers

Semiotics Tip – Brands Serve Consumers

  Here's a tip to improve your #semiotics. Put yourself in the position of the consumer. Once they have purchased a #brand, whether it's shoes, coffee or a bank account, they are instantly liable to be made accountable for their choice by other #consumers. The...

Semiotics Tip – Grow It or Shrink It

Semiotics Tip – Grow It or Shrink It

 Semiotics tip of the day: use #semiotics to identify the norms or conventional rules surrounding things, then break the rules. It's a great way to get consumers' attention. One simple way to find and break a rule is to dramatically alter the size of products....

#Semiotics tip of the day: Identify the Norms

#Semiotics tip of the day: Identify the Norms

 Semiotics tip of the day: use #semiotics to identify the norms or conventional rules surrounding things, then break the rules. It's a great way to get consumers' attention. One simple way to find and break a rule is to dramatically alter the size of products....

Using Semiotics in Marketing by Rachel Lawes

Using Semiotics in Marketing by Rachel Lawes

  Now available for pre-order, my new book 'Using Semiotics in Marketing'. Will be published 3 March worldwide and 28 March in the United States. Use code AMKSIM20 for 20% off at Kogan! It's a comprehensive how-to guide to semiotics for marketing professionals....

Semiotics and the NHS Long Term Plan

Semiotics and the NHS Long Term Plan

  Inspire your marketing strategy using semiotics; benefit from this advice I prepared for the NHS re marketing its Long Term Plan. In April 2019 the Social Research Association North in the UK invited me to give a demonstration of semiotics, showing what it can do...

© 2019 Lawes Consulting. All rights reserved.
Website By the Scruff

This site uses cookies. Please read our updated Privacy and cookie policy.