Word Up: The Power of Language (With Scripts and Apps)

In this next instalment of our brand language series we’re thrilled to bring you this guest post from Jo Gifford of Killer Content Academy- we know you’ll love her as much as we do.

I sipped my coffee and powered through the final paragraphs of the email at my iMac.

My fingers flew across the keyboard, my teeth chewing my lips as I hammered out the words I had longed to say.

This was the nail in the coffin; the definitive last word in working with a client who had, time and time again, caused havoc and issue after issue with the agency I worked for at the time.

So here I was, my keyboard on fire as I tapped out my frustrations in a stinging e-battle from which there would be no return.

I hit send.

It was done.

And it didn’t feel good.

I had dealt with the situation, but the energy around it was all wrong.

I had let boundaries be overstepped, I had let emotions rule, and I didn’t deal with the email encounter with grace.

But you know what? We learn along the way and each interaction becomes stronger.

Language is powerful.

The way we communicate can invite grace and respect, it can evoke admiration and loyalty, it can inspire, motivate, endear and bring positivity.

Or, it can be destructive.

Powering up your language has far reaching effects. Saying no can either cause a rift, or command respect. Establishing boundaries can build your business or break your spirit.

How I emailed that client, that time (many years ago!), is a far cry from how I would communicate now. I am far from perfect – who isn’t – but I have learned so much more about the power of language since that day.

Powering Up Your Language

Using scripts as a starting point with communication can be a really helpful tool for powering your brand language.

Whether it’s a prospective client communication, tricky contract negotiations, remote team working comms or just firing off an email to someone you would LOVE to connect with, scripts can reduce the overwhelm by giving you a framework.

Simply by having that starting point done for you, you can find your flow and personalise your content much easier.

I have three much loved and used resources for scripts that I use frequently to get my grey matter kickstarted.

The first is two separate sets of scripts by the wondrous Alexandra Franzen, who sprinkles fairy dust on mere letters to make them magical.

Five Scripts To Fill Your Client Docket (without sounding desperate, needy, pushy or presumptious)

The second is the most shared link I think I ever send to clients, colleagues, family and friends who have issues with saying that tiny word that packs so much power: “No”. (Raise your hand if you need to learn better no-ness too. Yup.)

Five Scripts To Set Yourself Free

With those two free resources alone, your language will already be feeling the power, yo’.

Ok, next up is a piece of work by the doyenne of small biz snark and humour, Ash Ambirge. cue fan girl music

Ash’s script set ‘Love, Business Owner’ is a byooootifully designed pack of scripts for pretty much every small business situation that you might need to fire an email off for. Think managing your team, client negotiations, quotes, eepy moments, dealing with boundaries and much, much more.

Love, Business Owner is SO helpful in staring down the blank page of your email editor, rolling your comms with power, and just getting stuff DONE (always a good thing).

Next up in my toolkit is the amazing work of my friend Bushra Azhar over on The Persuasion Revolution.

Bushra’s ENTIRE SITE will have your bookmarking and Evernoting left right and centre, as she is all about using language for persuasion (and she teaches it so, SO well, guys).

Bushra also recently created a script for non-paying clients, something I know is a problem for a lot of micro biz owners. This is the link to the script in her Facebook group (you will want to join it, believe me).

Using Shortcuts For Powerful Language

Once you have made the leap and sent a message that felt empowered, make it easier for yourself to replicate again.

Use Evernote to file a reply for later, or set up Google’s Canned Responses feature to save replies you know you will use over and over again.

Indeed, next time someone emails or messages you in a way that evokes a positive reaction from you, save it to Evernote so you can use the format as inspiration next time you need to reach out.

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Keep it powerful, and stay brilliant,


About Jo

Jo Gifford is a recovering overwhelmed entrepreneur with an addiction to making things easier.

Champion of working smarter and creator of the Killer Content Academy she has a loyal global audience and a stellar client list of biz owners making big sales and a big difference.

A widely read contributor to Huffington Post, Selz, Regus, Prowess, YFS Magazine and many more interwebz rabbit holes, she is a respected UK voice on life as a pocket-sized enterprise owner (main coping strategy= juniper berries. Ok, gin).

Jo’s background – a seasoned blogger, copywriter, podcaster and graphic designer with an MA and research interest in creative thinking for small business – makes for an eclectic and colourful killer content approach.

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