I was describing a luxury car to a friend. Without really thinking about it, I quipped, "It even has peasant-blockers in the back." My friend laughed at this colourful phraseology describing 'rear window blinds,' and his laughter drew my attention to the phrase. It made me wonder where I'd first heard it. It was in a video blog that I regularly follow, and one of the reasons I regularly follow it is because I enjoy the language and humour.

It set me to thinking about how so many of my favourite sources of info and entertainment employ unusually clever, playful language, how often I quote their wonderful turns of phrase, and how rarely we ever think about using brilliant language as a conscious technique in our marketing. 

Can you think of a compelling line or phrase from one of your favourite industry celebs? I go into depth on this topic in ‘What Makes Them Great?’ Language truly is a building-block in our expert-positioning, and done right, it can be a formidable one.

I've previously encouraged you to scour your website, bio and marketing collateral for impactful visuals. This week, I'd like you to scour these forums again, but this time, with an eye for noteworthy language. 

Does your prose stand out at all? Is it delightfully funny in that way that makes unsuspecting readers snort coffee, is it darkly clever in a manner that tickles our inner scoundrel, is it dazzlingly witty in a fashion that makes readers lean back in their chair and think, ‘Now that’s clever!’? Or does it all sound like a sales pitch for a square white refrigerator?

Clever language is attractive. It hints at a compelling mind behind the scenes, and as extraordinary as it may sound, it builds friendships. People learn to love your ‘voice.’ 

The best language tends to be visual and to evoke mental imagery, and we can learn a great deal about effective language from Steven Pinker's 'The Sense of Style.' (If you're pressed for time, just read the first 50 pages. That will do). 

Stellar language and great writing gives us emotional ‘pings’, whether of laughter, or a sense of the profound. 

Perform this audit today: Based on your use of language alone, would a reader perceive your brand as a dazzling invitation to be part of an inviting world? Or is your text simply limping along and under-performing like a municipal worker? 

Re-work your language to stand out on purpose, and you could own your industry. 

Douglas Kruger is the author of two books on expert positioning, two on innovation, and several more. He is an international keynote speaker on the business circuit. To book him as the motivational speaker for your next leadership conference or event, visit www.douglaskruger.com