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#605: Use Word Clouds in Marketing, Sales and Service

Posted By Mark Haas CMC FIMC, Friday, July 08, 2011
Updated: Friday, July 08, 2011
I am looking for new ways to convey my consulting company brand. I am thinking of short videos or other web-enabled methods, but want to make it an edgy, quick, emotional grabber. Any ideas?

Branding is a complicated and highly customized practice and you would benefit from talking to someone with that expertise about your particular situation. However, there are a few things to consider if you want to go with something new and attention-getting.

Consulting is a hard enough concept to explain to people so boiling who you are and what you do down to a short video or other medium is really challenging. Consider using a word cloud, a static (image) representation of the words that describe you. Use an application like Wordle to generate a word cloud of the nouns and adjectives that describe your firm and its services. The display shows the most frequently used words arranged in a single image with the more frequently used words (assumed proportional to their importance) shown in larger fonts. See an example cloud for my consulting qualifications and practice areas. This is a pretty powerful way to, within a few seconds, provide a memorable snapshot of who you are.

Tip: Try this out using all the words from your website or qualifications statement (or those of your client or prospect) to get a quick sense of what they are all about. If what the word cloud says about them is not what you think it should be, consider rewriting the website or rethinking your qualifications statement.

© 2011 Institute of Management Consultants USA

Tags:  market research  marketing  presentations  website 

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