You've gotta SAY it well!

Dolce & Gabbana. Expensive stuff made famous by millionaire heiresses and trashy Hollywood elite. Regardless of how you feel about the brand, odds are, you've heard of it. However, not everyone has. And there's a problem when one of those people attempts to sell this stuff to those of us who DO know the brand...


Listening to the radio today here in Charlotte, NC I heard a commercial for a sale featuring lots of big name stuff, including Dolce & Gabbana. Problem is, the announcer pronounced the word Dolce as "Dole ss" Forgive my lack of actual phonetics. Dols. Perhaps that is closer. The word is actually pronounced "Dol-chay"... I mean, even I know that and I'm hardly a fashionista.

There is a BMW dealership here in town that has the same problem; their sales manager is the voice "talent" in their advertising...but he can't pronounce "BMW." He says "Bee Imm Dubya." Holy cow; these are cars worth more than the average person earns in a year...and you sound like an illiterate dolt. How can you possibly expect me to trust you when you can't even speak clearly?

Here's today's lesson: People won't give you money for a product that you can't pronounce. You are judged not only on what you say, but HOW you say it. Its up to you to get it right.