How you communicate your message is just as important as the message itself. Your attitude, your tone and the language you use can be a real differentiator—and a unifying force in your marketing communications.

Take one of our longstanding clients, PeopleNet Communications. With PeopleNet, trucking companies can achieve higher performance than they can with competitive alternatives. Of course, there are facts and figures that provide significant substantiation for that claim. But the voice is what brings it all to life. It’s a challenging and collaborative voice, pushing the audience and the industry to a higher level. Take a headline from a recent ad, for example: “When it comes to safety and compliance, who wants to be average?” Language like this can serve as a real rallying cry—the “stuff” it takes to build a community of fans.

There are other examples of companies that do “voice” right. Remember, Tom Bodett for Motel 6—or Apple Computer’s challenge to “Think different”? How you say what you say can make all the difference in the world.