Have you ever stopped to think about the amount of time and effort that goes into picking the right words in the adverts we see every day? Most companies have a simple message they want to convey in their ads: “Our product will make your life easier,” “Our product is cheaper,” “Our company is more environmentally focused than the competition.” These are all messages they may want to send… but how much does the right choice of words and grammar shape the messages we receive every day? From Instagram ads that persuade us to buy another brand-new water bottle, to the eCommerce brands reeling us in with their brand stories – each one of these uses words to entice the reader. Brands have shifted from using just their products or services to gain traction, and are increasingly focusing on a mix of marketing and perfecting their tone.
Take this blog for example. You may have clicked on the title because of SEO reasons or the crawling that goes on in the backend of Google Search – however, you have stayed reading, because you’re intrigued to find out more. That’s pretty much the methodology that all brands use in their backend, as they concentrate on crafting a compelling story, as much as they do marketing their product.
In today’s blog, we will be exploring the different types of persuasive language that are used by three different industries – and how subtle shifts in tone can transform messaging altogether. Messaging is the core backbone of every new brand starting out, and as Manly Hall once said, “words are potent weapons for all causes, good or bad.” Take that as you will, but grammar and words are the true drivers of the world and we’re going to explore how each niche uses them differently.
- The online casino
Messaging Style: Bold, Playful, and Provocative
The first industry that we will jump into is the online casino, as it is a particularly remarkable force in the world of marketing. The games themselves are full of thrills and risks, meaning that their consumers are there for one reason – entertainment. Knowing this, the tone and grammar that online casinos use will almost always be written in a fun, excitable way, with their messaging following suit. Unlike industries that have products you can buy, the online casino industry offers services in the form of games.
One of the main appeals of these games that sets them apart from the rest of the video game industry is the thrill of a real money win, and casino advertising tends to reflect that. While other game platforms might focus more on the stories and lore, casino adverts tend to emphasize the excitement, the adrenaline, and the tension involved in hoping for a lucky draw or roll of the dice. Given how popular casinos are at present, this unstoppable industry is certainly doing something right in the way they communicate with their customers.
Messaging used by the casino industry:
- Bold Language: The language is almost always high-energy and packed with provocative words that instantly grab the user’s attention.
- Playful Irreverence: The messaging often contains a cheeky, fun tone that turns every new game into an adventure.
- High-Stakes Hints: Casinos thrive off hints, and by using teasing phrases that ignite the user’s sense of thrill, they entice people to learn more.
The main driver behind an online casino’s messaging is to focus on casual, lighthearted attributes. Grammatical precision does take a slight backseat, as the industry knows that they are talking to real people in a fun, entertainment setting. You might see them making particular use of synonyms and antonyms to bump up their engagement levels and ensure the writing is interesting.
Overall, online casinos know how to grab your attention – and they can do it fast!
If you’re looking for an example of how casinos tailor their messaging in this way, check out the Instagram example below. Here, they use real people to create real content that resonates with the everyday user. In this instance, they focus on food – which perfectly links up the playful side of the casino, and the luxurious treat aspect plays into their branding as well.
Please embed it: https://www.instagram.com/p/DDgAIwjuDNe/
2. The technology industry
Messaging Style: Clear, Precise, and Straightforward
When you think of a tech company, we bet our bottom dollar that you’ll think that their messaging is both to the point and ultra-clear. These industries thrive on creating highly complex and technical devices, so their tone needs to display competence and intelligence. Would you trust a company that couldn’t keep track of grammar rules to solder their chips correctly? If so, you’re probably in a minority there and the leaders in this industry know it.
Messaging used by the technology industry:
- Straight to the Point: Tech companies aren’t here for faff or fluff. They focus on simple, clear language, such as ‘fast,’ ‘secure,’ or ‘reliable.’
- Precision is Important: Words really matter for tech companies, as people use brands that they trust. There’s no room for guesswork or ambiguity, as customers need to know exactly what they are getting.
- Professional: Above all else, the tone for many technology brands is of high importance. They usually focus on a formal and polished one, as this messaging reflects brand trustworthiness. And when you’re meant to be at the forefront of technology, you need to know what you’re doing (saying).
Tech messaging tends to be precise and clinical, but the payoff of this is that it can prevent the brand from being ‘for the people’ in the way a casino would be. This approach can risk alienating those who feel less tech-savvy, and we think it could often benefit from a splash of personality. Indeed, we are seeing many of the newer start-up tech brands beginning to lean this way, even as the larger and more established ones remain clinical.
3. The luxury fashion industry
Messaging Style: Lavish, Sophisticated, and Aspirational
The fashion industry as a whole covers a wide range of brands and these target a huge number of demographics. This means that the messaging used really depends on the type of fashion brand you are looking at, but the luxury, high-end brands do tend to have certain things in common.
The fashion world is about selling a product, a dream, and a lifestyle – and the messaging that goes with it must mimic that approach.
Messaging used by the fashion industry:
- Sophisticated Tone: If you’re shopping around Nordstrom or your favorite purse brand, chances are you’ll see ads or messaging with words like ‘luxe,’ ‘timeless,’ and ‘exclusive.’ These words offer refinement at every level and cement that brand as an exclusive and luxurious place.
- Aspirational Language: Fashion brands sell more than just clothes—they sell a lifestyle. Their language works to imply that that style is a part of your identity, and that without it, you would be losing a little part of yourself.
- Attention to Detail: Every word and every phrase is crafted to evoke high-end luxury. It’s all in the minor details, as highly priced items mean people tend to pay more attention to the nitty-gritty.
Between the bold, high-energy messages of online casinos, the precise, data-driven tone of tech companies, and the aspirational allure of fashion brands, it’s clear that words are powerful tools.
It’s not just about what you say: it’s always about how it’s said.
