Witty is about being clever. It’s about using language to our advantage whenever we communicate with our clients, because every time we communicate in any channel, we have a chance to create an experience and stand out to prospects and clients. And it doesn’t have to cost a lot of money.
One easy place to do this where there’s a big impact is when a client walks into your waiting area and sees the front desk. I walked into a client’s office recently and I saw the title, “director of first impressions” for the person at the front desk. Well, that’s interesting, I thought, and a whole lot better than the title “receptionist.”
The title also had meaning for the person with the title. I could tell immediately that she knew it wasn’t just her job; it was her calling to create a great first impression for everyone who walked in that door.
It’s a great example of using words to our advantage. And all that was needed was to change her title and a nameplate.
If we can make our clients smile, we are well on our way to creating loyalty for life.
Dan Gingiss is a speaker and author who spent more than 20 years leading customer experience, marketing and digital teams at leading brands. Excerpted from the 2025 MDRT EDGE video, “How to use wit to create enhanced client experiences that drive loyalty.” (MDRT member-exclusive content)
For more ideas about creating client experiences
- Read “What you should have in your waiting area instead of magazines”
- Read “The value of your office”
- Watch “Remarkable by design: Turn everyday interactions into memorable client experience” (MDRT member-exclusive content)
We use the same title for our front desk employee, and she loves it—just like our clients do. It’s a nice reminder of how meaningful that very first impression can be.