This KÜHL Coat Tag Caught My Attention Using Strong Words

The other day I was browsing around REI waiting for my wife who was trying on shoes. As I was looking at a coat the attached tag caught my eye. Here are the words I found, you can see them in the image below.

You’ll notice they are bold, defining and take a stand. They mention rejecting the status quo and not only representing the freedom of movement, but also freewill. Those are strong words and they will appeal to some and not to others. Those they attract will feel an emotional connection with what the brand stands for. It won’t just be a coat it will represent who they are and what they want to feel like.

Kuhl Tag

How are you doing defining your company so the right clients are attracted to you? Are you taking a stand using strong words? Are you using words to help people know what you’re about? If not then you might want to revise the words you use. If you want to attract the right clients you have to use words they are attracted too.

Consider some examples of word combinations below. Are they strong or weak? Would they stir up emotion or leave you flat? Would they differentiate you from the competition?


We are a distinguished creative company where cookie cutters don’t exist.

We’re a creative company that makes you look good.

When you bite into our cookies you’re hair just might dance.

Our cookies are baked with love just like at home.

We solve your legal problems like Sherlock Holmes Solved mysteries.

Our legal firm has been helping clients sense 1987.

At Mystic Physical Therapy we heal backs.

Relief matters because adventure awaits.

Your Turn

See if you can change some wording you’re using. See if you can make it more appealing to the clients you love working with. After all, you’d like more clients like them. Just try it out. You don’t have to use it. Just explore coming up with words that help you stand out. After you do that see how it makes you feel. Imagine how it could make prospective clients feel. You may like your new words enough to use them.

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Trevor Wilson

Trevor Wilson

I love helping business owners who are passionate about making a positive difference in their clients' lives. I'm a passionate learner and teacher. My purpose is to help people live a more fulfilled life. In my professional life, I love helping business owners get clear on their purpose and identity. Then I help them clearly communicate their story so they can attract their ideal clients. I do this because I believe that when you work with your ideal clients you'll live a more fulfilled life.

Successful people do what everyone else won't dare to do. Don't wish it were easier; make yourself better.