- Paperback: 208 pages
- Publisher: ft com; 1 edition (28 July 2000)
- Language English
- ISBN-10: 0273650904
- ISBN-13: 978-0273650904
- Product Dimensions: 23.2 x 16.6 x 1.6 cm
- Average Customer Review: 3.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 1,626,653 in Books (See Top 100 in Books)
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More About the Author
Product Description
Amazon.co.uk Review
In the beginning was the word. According to Steve Morris, writer and authority on corporate voice, the word is the building block of successful business. "Any company that doesn't learn to talk and listen fast will be dead within three years," he says. "The language we use will be the battleground where this modern war will take place." With the Internet changing the nature of customer-business relationships from passive listening to interactive participation, the one dimensional corporate brands created by personality-free communication will have to become a thing of the past. For those who still need convincing, the stylish Wired Words, sets out the right--and the wrong--ways for companies to use language on the Internet.
As the key channel for person to person communication, e-mail is central to corporate success. Morris explains the importance of achieving the right tone and emphasises the advantage of an e-mail style which shies away from unnecessary formality and remains consistent across all employees. He shows how language helps brand a Web site and any product sold from it, offering a convincing account of how choice of words can attract--or repel--visitors. Providing visitors with feedback, he argues, is the equivalent of Internet conversation and essential if they are to revisit a site at a later date. Of course, this feedback must be delivered in the right tone and getting it right is crucial to any e-commerce site that wants to retain its customers. Some of the most interesting chapters in Wired Words revolve around the role of words in establishing brand personality and Morris puts it all in context with examples from real Web sites. His evaluations provide some real gems of insight. Wired Words could just be the last word on the subject. --Sandra Vogel
Product Description
Words are the oxygen of corporate identity. With e-business making real the dream of one-to-one marketing, corporate branding can no longer be one-dimensional. A brand needs to live, to speak, to communicate in this forum of connectivity. Customers are no longer passive listeners of corporate messages. They are communication partners involved in an interactive process. All organizations have their own personality - their own corporate DNA. This may affect the way a company writes, communicates, speaks, but this is not enough. We need to analyze the personality of a business and develop a coherent tone of voice and approach to language that really helps build and strengthen its brand impact. Wired words are core to this.
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
I wasn't sure what to expect from this book. But when I started I couldn't put it down.
It is the only book I've read that seems to understand how language should work on the web. I liked the examples and I think anyone involved in this field would find it useful.
Responsing to the review above - I didn't spot any missed apostrophes!
Format:Paperback
This is one of the very few good books out there on web content - check out also Jacob Nielsen's Designing Web Usability - but the first one that approaches web content from the business and marketing point of view. Picking up where Cluetrain Manifesto left off, Morris has gone on to explore the practical implications of developing a tone of voice in your web words that supports your brand personality. From site stickiness to conversing with your customers, this is a simple but powerful manual for getting it right. I'd like more on this.
0 of 1 people found the following review helpful
Format:Paperback
The premise behind Steve Morris's book is simple but good: 'wired' words, ie words used on websites and in email, need to be more conversational, less full of marketese, less stuffy - because conversation is at the heart of interactivity. Unfortunately, there's not much more to it than that. The argument is repeated over and over again, fleshed out with examples, admittedly, but still very much overstated. My other gripe is that, despite using the Public Records Office in one of his case studies, the book seems to assume throughout that all websites are commercial or 'corporate' (what does that mean anyway?) and that the main aim of a site is to attract customers and sell to them (either goods or image). Not true. To rub salt in the wound, I spotted several incorrect apostrophes and spelling mistakes - not what you'd expect from a book that should appeal to online editors.
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