The Language of America The Words & Visuals to Use and lose 2015

Transcription

1 The Language of America The Words & Visuals to Use and lose 2015

2 Visuals That Work

3 1. Which image represents LIFE AT PERFECTION for you, personally?

4 Which image best represents Life at Perfection? % 35% 11% % 10% 10%

5 We re All Searching for Lasting Companionship, NOT stuff

6 2. Which image did Americans pick as best representing The American Dream?

7 Which image best represents The American Dream? % 5. 5% 6. 3% 14% 26% 27%

8 (visuals speak louder than words) 2006 Luntz Maslansky Strategic Research 8

9 What Fans Really Want

10 What Fans Really Want 2006 Luntz Maslansky Strategic Research 10

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12 Example: The Very Best Image for Celebration/Respect Which of the following images give you the most favorable impression?

13 Images That DON T Work Working at a desk and/or alone. Even happy faces don t work

14 Top 3 Energy Ads #3 #1 # Luntz Maslansky Strategic Research 14

15 Website Imagery IT MATTERS

16 The Best Sites: Tell A Story 46% Your website should detail your products and services. The best sites find a way to do this in an ENGAGING WAY. What s Your Story?

17 The Worst Sites: Are Cheesy. 9% Is your site communicating the wrong message about your company?

18 The Best Sites Show Your Track Record of Success 46% Display Johnson & Johnson products, but show how they affect your consumers. Individualize, Personalize, Humanize

19 The Worst Sites Focus on the Process 10% rather than the Benefit Does Your Site Showcase Your Strengths? Or Highlight Your Failings?

20 The Best Sites: Highlight REAL Employees They re the backbone of your company. Make them the face of your company as well. 42% Does your website feature employee accomplishments?

21 The Worst Sites: Staged Photos & Actors 11% Does your site use too much stock photography with staged situations?

22 The Best Sites: Simple but Eye-catching 32% Is your story as compelling as your products & services?

23 The Worst Sites: Just Too Complicated. 10% Does your site have confusing graphics or navigation?

24 Communicating Visually: Commitment To Healthy Environment Which image best represents a corporation's commitment to a healthy environment. 59% 43% 38% 25% The Best Visuals: Outside, Green, Community Involvement at the LOCAL Level.

25 Communicating Visually: Commitment To Healthy Environment Which image best represents a corporation's commitment to a healthy environment. 10% 14% 16% The Worst Visuals: It s NOT about accounting, or industrial production (regardless of how sustainable that production might be)

26 Dress For Success Suit and Tie Still Communicates Trust, Confidence and Capability

27 Trust: The Clothes Matter: Gender Split Imagine each photo depicts a business leader. Choose the image that represents the person you would TRUST MOST. Male: 43% Male: 38% Male: 29% Male: 17% Male: 13% Fem: 35% Fem: 23% Fem: 19% Fem: 31% Fem: 24%

28 Trust: The Clothes Matter: Gender Split Imagine each photo depicts a business leader. Choose the image that represents the person you would TRUST MOST. Male: 13% Male: 15% Male: 16% Male: 6% Male: 7% Male: 3% Fem: 23% Fem: 20% Fem: 14% Fem: 5% Fem: 3% Fem: 3%

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30 1. Which of the following words defines the kind of retirement most Americans want?

31 Americans want a retirement. 5% Flexible 35% Enjoyable 56% Secure 37% Worry-Free 19% Happy

32 A Secure Retirement

33 2. What do you want most from your employer?

34 What do you want most from your employer? Be rewarded for hard work Be paid based on performance 35% 26% Be able to build your own future 11% Determine your own level of success Be able to get out what you put in For them to invest in their employees 10% 6% 5%

35 What People Want Most FEWER HASSLES MORE CHOICES MORE MONEY MORE TIME NO WORRIES Better LIFESTYLE Better WORK-LIFE BALANCE

36 Communicating: Corporate Leadership

37 Business Leaders Not CEOs If all you knew is that one organization was made up of business leaders and the other organization was made up of CEOs, which organization would you have more TRUST in? Total: 86% Business Leaders 14% CEOs

38 Total Small Businesses Are Leading The Way in Job Creation Who contributes the MOST to creating stable, good paying jobs in America? Big Business Small Business 66% 57% 71% Small business owners 52% 50% 48% Entrepreneurs 28% 30% 27% CEOs of large corporations 21% 20% 25% Investors 13% 16% 11% Governors 10% 15% 6% The President 10% 12% 12% Members of Congress

39 To many people believe American corporations Do More Harm Than Good.

40 Your Challenge: Intent It s too much about you and not about them 29% believe your 1 st priority is to make money for yourself. 42% believe you harm the American economy. 47% think you harm the American worker. 52% believe CEOs benefits most from corporate success. 56% think your first priority is profits for your company. Americans have negative perceptions about CEOs of large corporations. Your language must correct these misconceptions.

41 They expect you to be Employee-friendly, Profitable, Sustainable What s most important for a company to be? Employee-friendly Profitable Sustainable Socially responsible Fair Principled Forward-thinking Well-paying Customer-friendly Innovative Respectful Visionary Compassionate 6% 13% 11% 37% 34% 31% 29% 27% 26% 23% 22% 22% 21%

42 Total People Over Profits. Big Business Small Business What s MOST important for companies to create and provide for their employees? 47% 54% 51% Financial security 42% 36% 51% Opportunity 25% 26% 25% A better future 23% 29% 21% Careers 21% 17% 15% Jobs 18% 19% 21% Financial independence 17% 10% 12% Peace of mind 7% 9% 5% Prosperity

43 Being A Good Corporate Citizen Is NOT About Philanthropy or The Environment A Good Corporate Citizen It s About HOW You Run Your Business, Not What Causes Your Business Supports.

44 Besides Worker Pay, Being A Good Corporate Citizen = Creating American Jobs Total What is the MOST important thing a large American business can do to prove they are a good corporate citizen? 46% 41% Pay their workers a decent living wage 38% 46% Prioritizing creating jobs in America 29% 33% Invest in the communities where they are based 28% 20% Make the safest possible products for consumers 21% 29% Use environmentally sustainable business practices 19% 22% Make profit so they can continue to create jobs 10% 2% Ensure women and minorities are well represented in their leadership 6% 3% Donate time to philanthropic causes 3% 3% Donate money to philanthropic causes

45 Help American Workers Total By Creating Long-Term Jobs Bigger Business Smaller Business What would MOST make you think that CEOs were helping American workers? 63% 62% 62% Creating stable, long-term jobs 38% 37% 33% Creating more jobs 31% 30% 39% Paying higher wages 19% 25% 12% Encouraging work-life balance 16% 16% 21% Advocating for more efficient, effective, accountable government policies 13% 11% 6% Teaching employees new skills 11% 11% 18% Creating meaningful work 8% 8% 9% Helping more with retirement

46 21 Business Words for the 21 st Century Imagine Peace of mind Financial freedom Real results / Real Solutions A healthy economy A real problem-solver The simple truth I get it Our mission/commitment Believe in better Setting priorities You decide/deserve Real/Genuine/Authentic Accountability No excuses You re in control The cost of everyday life A lifetime of.. We have to earn your loyalty Measurable success Exceptional, Extraordinary, Excellence

47 14 Phrases for You work hard for your money. We ll work hard to protect it. 2 A more efficient, more effective approach 3 Business practices that are transparent, accountable and open 4 Making sure you re protected and prepared 5 Creating solutions, delivering results 6 Respecting & rewarding hard work 7/8 Genuine quality/exceeding expectations 9 Keeping you connected 10 The X you want the Y you deserve 11 No fine print/no surprises 12 If you remember only one thing, remember this 13 Meaningful and measurable 14 Holding ourselves individually and personally accountable and responsible

48 They Expect You To Lead Other than integrity, which attribute is most important in a CEO? A leader Accountable Big-picture thinker Hard-working Results-oriented Principled Innovative Reliable Well organized Passionate Entrepreneurial Compassionate Battle-tested 4% 14% 11% 11% 11% 32% 30% 28% 25% 21% 21% 40% 51%

49 What s most important for a company to be? Words To Use Forward-thinking Total: 64% Innovative Total: 45% Visionary Total: 38% Creative Total: 30% Words To Lose Ground-breaking Total: 12% Inventive Total:13% State-of-the-art Total: 16% Pioneering Total: 16% Inspired Total: 26%

50 Innovation = Seeing New Approaches & New Ideas Total Which actions tell you that a company truly is innovative? 42% Being willing to try new ideas and new approaches 38% Delivering a better quality product at a lower price 29% Finding ways to make business more efficient 27% Inventing breakthrough technologies 26% Setting trends that other businesses follow 16% Changing the way consumers interact 13% Simplifying everyday life 6% Disrupting the status quo 4% Automating tedious tasks

51 Our Commitment (don t tell people you re good show them) Say This Our commitment to our employees, our customers and the communities we serve is to make this world a cleaner, safer, healthier place to live. Everything we do, everything we make, every customer we serve... is done in consideration of this commitment. Total: 49% 2500+: 46% Instead of This Business is inherently good because it creates value. It is ethical because it is based on voluntary exchange. It is noble because it can elevate our existence. And it is heroic because it lifts people out of poverty and creates prosperity. Total: 12% 2500+: 8%

52 Call it US Trade With Other Countries Which do you have a more positive opinion of? Total GOP Swing DEM 55% 60% 48% 59% American trade 25% 19% 33% 22% Global Trade 20% 20% 19% 20% International Trade

53 International Trade Is Passive USE ACTIVE TERMS INSTEAD Which do you have a more positive opinion of? Total 80% Total 20% Selling American products and services across the globe International trade

54 it s not what you say it s what people hear

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