It’s not what you say, but the way that you say it

It’s not what you say, but the way that you say it. 

It's not what you do , but the way that you do it.

(Bananrama and Fun Boy Three)

So when considering the content that you put on your website, through your social channels, in your emails remember these few tips

• Be genuine. Make is sound as if it's coming from a real person and not just a marketing automation cut and paste routine
  
• Put a face and name to your social efforts.  Logos are good, people are great.
  
• Put as much effort into developing your voice as you do your content.
  
• It's about the customer, not you
  “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” - Dale Carnegie,
• And of course not forgetting my old friend Aristotle's view of how to be successful in the art of persuasion
  
  
  Ethos - before you can convince an audience, they have to accept you as credible and as a result will think you are telling the truth. My take from this is that as a brand, we need to ensure that we don’t pretend to be something that we’re not. Trust is the cornerstone of eCRM. Once abused it is rarely given again
  
  
  Pathos - the quality of a persuasive argument that appeals emotionally. Sometimes, the heart rules the head. 
  
  
  Logos - does it make sense to me as potential customer, how logical is my argument and my proposition...does it make sense that you are sending me an offer on the latest offer on a Maldives holiday when logic tells you that I am an Center Parcs kind of guy?