Words matter now more than ever. Take two words that, when put together in any given March, evoke excitement and competition: March Madness. Those same two words put together in March 2020 have an entirely different meaning and tone. For marketing and business unit leaders, words and language present both a blindspot and an opportunity…
Five guiding principles and a framework to help companies thoughtfully navigate from crisis communications to the new normal. “We’re here for you.” Of course, this is a critical message that by now most brands have communicated to their communities and one that we know to be effective and engaging based on running millions of language…
We analyzed 18 million messages across 180 brands looking for the words and ideas that make a difference. This is what we found. Predictions can be made based on guesswork and gut-feel or they can emerge from millions of data points and actual observed behavior. We prefer the latter approach. How else could the Greek…
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We know words matter in marketing, but can we say with mathematical certainty that we’re using the right words and phrases? CMOs and marketing leaders have been asking for these insights, especially as brands become more data-driven. The answer up to this point has been no: we don’t know if we are using the right…
At Persado, “Words Matter” isn’t just a tagline. We have seen how changing only one sentence, or even one word can drastically impact an audience’s response to a marketing message. It makes sense. As marketers, we’re talking to people, and they want to be spoken to in a certain way. The same is true in…
We’re long past AI being a buzzword for CMOs. Like the Cloud and eCommerce before it, Artificial Intelligence has gone from a trend to a mainstay, with 70% of digital commerce organizations reporting that their AI projects are very or extremely successful, according to a 2018 Gartner survey. We’re in an age where the brand that…
Data underpins everything in marketing — almost. CMOs track campaign engagement and results like costs per click. Yet, when it comes to developing digital marketing copy and ad design, teams are still relying on guesswork, group-think and perhaps a couple of statistically insignificant data points. The results show there is a growing confidence crisis —…