In today's economic climate, it's especially important for companies to differentiate themselves online. Faced with the challenge of connecting with its customers through the web, a company's best weapon can be the language it uses. I really enjoyed this presentation from Ziba Design interaction designer Bill DeRouchey, given at the Business to Buttons conference a few weeks back. Bill asks the questions: "How can companies create a one-to-one connection with their customers? How can they show people that companies are people too?" He discusses the effects of language and tone of voice on the web and how both *what* companies say and *how* they say it will impact their relationship with their customers online. Enjoy!
Jennifer Bove is a founder and principal at Kicker Studio in San Francisco and on the faculty of the School of Visual Art's Interaction Design MFA department in New York. She travels, a lot.