A recent trip to Birmingham in the UK gave me an ‘aha’ moment. It’s amazing what thoughts a small incident can trigger off. It was while visiting the Birmingham Cathedral that a notice stuck to a regular information board made me smile and nod my head in approval.
As I walked around this gorgeous old building I noticed some black limousines. I presumed some kind of dignitary event and strolled a bit further. Then I noticed the black hearse and I realised that this was no praying session for the mayor but a funeral.
It made me decide not to enter the cathedral for a look around as I did not want to interrupt such a private and special moment for the people inside. So I took some pics of the front and the rather serious looking priest on his plinth in pride of place next to the main entrance.
As I continued my walk I saw some notices pasted onto the small stand in front of the door. It said that all were welcome to join the funeral service of Ms X. At the same time the four funeral parlour employees guarding the church entrance gave me a really welcoming smile.
It made me think really hard about what messages we send out to our customers normally. Do we say: all members are welcome to take part in the special sale or do we say, only members are allowed to take part in the special sale.
The difference in wording might be quite small, but the message is either inclusive or exclusive depending on the words used. How are you sending out your business message? Are you welcoming them or only allowing them access to your product and services. Big difference.
on Jan 31st, 2009 at 9:47 am
Read your article gave me great help, thank you! This is a great article, and again expressed his thanks!