• Events
  • Marketplace
  • Resources
  • Press Releases
  • Business Directory
  • Advertise
  • About Us
  • Contact
Tuesday, August 16, 2022
Allwork.Space
The FUTURE OF WORK® since 2003
Find A Flexible Office Here
  • All Topics
    • Business
    • Biophilic Design
    • Career Growth
    • Coliving
    • Collaboration
    • Coworking
    • CRE
    • DE&I
    • Digital Nomads
    • Future of Work
    • Home Office
    • Human Resources (HR)
    • Hybrid Work
    • Investment
    • Leadership
    • Marketing
    • Mental Health
    • Mergers & Acquisitions
    • Office Furniture
    • Productivity
    • PropTech
    • Remote Work
    • Self-care
    • SMBs
    • Social Impact
    • Space-as-a-Service
    • Technology
    • Virtual Office
    • Work-life Balance
    • Workforce
    • Workplace Design
    • Workplace Wellness
  • Business
    How to Establish Your Remote Startup

    Here’s How to Establish Your Remote Startup

    How To Improve Your Workplace ESG Score

    How To Improve Your Workplace ESG Score

    MySpace Founder Shares His Insights On Social Media In The Future Of Work

    MySpace Founder Shares His Insights On Social Media In The Future Of Work, Plus Elon Musk’s Twitter Acquisition Debacle

    Young Entrepreneurship Is On The Rise

    Young Entrepreneurship Is On The Rise

    How Much Does Elon Musk’s Opinion On Remote Work Matter

    How Much Does Elon Musk’s Opinion On Remote Work Matter?

    The-History-of-Networking

    The Past, Present, and Hybrid Future of Networking

    Pandemic Resilience V. Future Resilience

    Is Your Company Pandemic-Resilient Or Future-Resilient?

    Change Or Control Here What Drives People To Become Entrepreneurs

    Change Or Control? Here’s What Drives People To Become Entrepreneurs

    The-Meeting-Room-Of-The-Future

    The Meeting Room Of The Future

  • Tech
    Lisa Gevelber Founder of Grow With Google1

    Degrees Don’t Equal Dollars: Google Exec Launched Career Certificate Program To Open In-demand, High-paying Career Fields To Everyone

    Lisa Gevelber Founder of Grow With Google1

    Lisa Gevelber Founder of Grow With Google | Transforming The Economy Through Education

    5 Emerging Technology Trends to Power Your Workplace

    5 Emerging Technology Trends to Power Your Workplace

    The Robots Are Coming, Eventually. Will Automation Displace Half The World’s Workforce?

    The Robots Are Coming, Eventually. Will Automation Displace Half The World’s Workforce?

    Is Technology Meeting The Needs Of Today Workers

    Is Technology Meeting The Needs Of Today’s Workers?

    Your Boss Is Watching You. Will Bossware Change How And Where You Work?

    Your Boss Is Watching You. Will Bossware Change How And Where You Work?

    How Chatbots Disrupt the Interview Process

    Here’s How Chatbots Disrupt the Interview Process

    Would You Give Your Staff the ‘Immersive Treatment’?

    Would You Give Your Staff the ‘Immersive Treatment’?

    Christoph Fleischmann Of Arthur | Bridging The Hybrid Work Divide With Mixed Reality

    Christoph Fleischmann Of Arthur | Bridging The Hybrid Work Divide With Mixed Reality

  • Marketing
    Want Your Coworking Newsletter to Actually Convert

    Want Your Coworking Newsletter to Actually Convert? Start by Keeping It Simple, Fun, and Consistent

    5 Pros Share How To Use Instagram To Grow Your Coworking Business

    5 Pros Share How To Use Instagram To Grow Your Coworking Business

    Want To Wow Coworking Members

    Want To “Wow” Coworking Members? It All Starts With (The Right) Insights

    High-Quality Photo Sites

    6 Free, High-Quality Photo Sites To Level Up Your Marketing

    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

    Everything You Need To Know About Google My Business, And How To Ace It

    Everything You Need To Know About Google My Business, And How To Ace It

    Nothing Beats In-Person Communication, But These Online Tools Come Pretty Close

    Nothing Beats In-Person Communication, But These Online Tools Come Pretty Close

    6 Tips For Capturing More Website Leads

    6 Tips For Capturing More Website Leads

    “This Is Marketing” By Seth Godin Is A Celebration Of The Unchanging Truths About Marketing

    “This Is Marketing” By Seth Godin Is A Celebration Of The Unchanging Truths About Marketing

  • Design
    How Will We View Today’s Transformation Of The Workplace In Twenty Years?

    How Will We View Today’s Transformation Of The Workplace In Twenty Years?

    This Company Is Using YOLO Months To Support Hybrid Work

    The Room Where It Happens Matters: The Best Conference Room Designs To Help Your Hybrid Team Succeed

    An All-Encompassing View Of Workplace Health

    An All-Encompassing View Of Workplace Health

    Stylization The Overlooked Design Strategy That Complements Hybrid Work

    Stylization: The Overlooked Design Strategy That Complements Hybrid Work

    How Designers Can Set The Stage For A Flexible Future

    How Designers Can Set The Stage For A Flexible Future

    The Outdoor Office is Here to Stay How to Create the Perfect Outdoor Living (and Work) Room

    The Outdoor Office is Here to Stay: How to Create the Perfect Outdoor Living (and Work) Room

    Neocon 2022 Explored Biophilic Office Design

    Neocon 2022 Explored Biophilic Office Design, But What Is It?

    Multifamily Design Can Inform The New Office

    How Multifamily Design Can Inform The New Office

    Leveraging Design To Support Untethered Working And A Hybrid Future

    NeoCon 2022: Leveraging Design To Support ‘Untethered Working’ And A Hybrid Future

  • Work-life
    Learn How To Make Your Professional Work Support Your Personal Wellness

    Learn How To Make Your Professional Work Support Your Personal Wellness

    Boost Productivity With These Three Alternative Work Schedules

    Boost Productivity With These Three Alternative Work Schedules

    Charlotte-Lockhart-Thumbnail

    Are Four-day Work Weeks A Crazy Idea? This Nonprofit’s 20% Increase In Productivity is What’s Crazy.

    Powerful Benefits To Inspire You To Wake Up Early For Work

    Powerful Benefits To Inspire You To Wake Up Early For Work

    The Role Of Connectedness In The Future Of Work

    The Role Of Connectedness In The Future Of Work

    Maybe Youre The Problem How Better Leadership Can Lower Employee Stress Levels

    Maybe You’re The Problem: How Better Leadership Can Lower Employee Stress Levels

    Tim Leberecht Headshot

    Win The War For Talent With Beauty, Not Efficiency

    Remote Work Doesnt Always Mean You Can Work From Anywhere

    Remote Work Doesn’t Always Mean You Can Work From Anywhere

    Future of Work Podcast Charlotte Lockhart

    Charlotte Lockhart Of 4 Day Week Global | The Secret To Increasing Productivity By 20%

  • CRE
    What Is The Impact Of Hybrid Working On Space Optimization

    What Is The Impact Of Hybrid Working On Space Optimization?

    What Can We Expect For The Future Of Office Occupancy?

    What Can We Expect For The Future Of Office Occupancy?

    How Commercial Real Estate Can Master The Art Of Data

    How Commercial Real Estate Can Master The Art Of Data

    The New Real Estate Portfolio Of Hybrid Companies

    The New Real Estate Portfolio Of Hybrid Companies

    The Time Has Come For The Built Environment To Report Its Scope 3 Carbon Emissions

    The Time Has Come For The Built Environment To Report Its Scope 3 Carbon Emissions – Here’s How

    How Net Zero Targets Affect Your Office Buildings And The Future Of Work

    How Net Zero Targets Affect Your Office Buildings And The Future Of Work

    Is Adam Neumann Making The Pivot To Landlord

    Is Adam Neumann Making The Pivot To Landlord?

    5 Commercial Real Estate Predictions For 2022

    5 Commercial Real Estate Predictions For 2022

    Green Goes Mainstream

    Green Goes Mainstream (And It’s Totally Worth The Investment)

  • Coworking
    WeWork Stock Is Plummeting Despite Industry Growth

    WeWork’s Stock Is Plummeting Despite Flexible Workspace Industry Growth

    Its International Coworking Day 1

    It’s International Coworking Day — Learn About Its History, Plus Ways To Celebrate

    7 Fun Ways To Celebrate International Coworking Day

    7 Fun Ways To Celebrate International Coworking Day

    Should US Coworking Spaces Worry About Worker Migration

    Should U.S. Coworking Spaces Worry About Worker Migration?

    London’s Flexible Office Market Is Recovering Rubberdesk Report Reveals

    London’s Flexible Office Market Is Recovering, Rubberdesk Report Reveals

    Women Of Color-Focused Coworking Space Creates Vital Vibrant Community

    Women Of Color-Focused Coworking Space Creates Vital, Vibrant Community

    Discover The Hottest Markets For Hot Desking

    Discover The Hottest Markets For Hot Desking

    Opinion Piece - Brad K Hub Australia

    Opinion: Bursting The Hybrid Work Bubble

    How To Create A Sense Of Belonging In Your Coworking Space

    How To Create A Sense Of Belonging In Your Coworking Space

  • Workforce
    The Great Resignation Is Getting The Boot — The Great Layoff Has Arrived

    The Great Resignation Is Getting The Boot — The Great Layoff Has Arrived

    You Cant Talk About CENSORED At Work

    Shush! You Can’t Talk About [CENSORED] At Work.

    Surprise! Youngest Workers Need The Office More

    Surprise! Youngest Workers Need The Office More

    Start Sweating It The Future Of Work Will Be Too Hot For Some Business To Handle

    Start Sweating It: The Future Of Work Will Be Too Hot For Some Businesses To Handle

    Hostile Work Environments Are Pushing 52% Of Black Women Out Of The UK’s Workforce

    Hostile Work Environments Are Pushing 52% Of Black Women Out Of The UK’s Workforce

    You’re Not Alone: 54.7% Of U.S. Salaries Haven't Kept Up With Inflation

    You’re Not Alone: 54.7% Of U.S. Salaries Haven’t Kept Up With Inflation

    Could Updating Employee Benefits Slow The Great Resignation?

    Could Updating Employee Benefits Slow The Great Resignation?

    Young Men In The UK Are Being Failed By The System

    Young Men In The UK Are Being Failed By The System — What Needs To Happen To Reverse This Worrying Unemployment Trend?

    The Great Rebalance: Why Losing Female Employees Hurts Everyone

    The Great Rebalance: Why Losing Female Employees Hurts Everyone

  • Daily Digest
  • Podcast
  • Subscribe
  • All Topics
    • Business
    • Biophilic Design
    • Career Growth
    • Coliving
    • Collaboration
    • Coworking
    • CRE
    • DE&I
    • Digital Nomads
    • Future of Work
    • Home Office
    • Human Resources (HR)
    • Hybrid Work
    • Investment
    • Leadership
    • Marketing
    • Mental Health
    • Mergers & Acquisitions
    • Office Furniture
    • Productivity
    • PropTech
    • Remote Work
    • Self-care
    • SMBs
    • Social Impact
    • Space-as-a-Service
    • Technology
    • Virtual Office
    • Work-life Balance
    • Workforce
    • Workplace Design
    • Workplace Wellness
  • Business
    How to Establish Your Remote Startup

    Here’s How to Establish Your Remote Startup

    How To Improve Your Workplace ESG Score

    How To Improve Your Workplace ESG Score

    MySpace Founder Shares His Insights On Social Media In The Future Of Work

    MySpace Founder Shares His Insights On Social Media In The Future Of Work, Plus Elon Musk’s Twitter Acquisition Debacle

    Young Entrepreneurship Is On The Rise

    Young Entrepreneurship Is On The Rise

    How Much Does Elon Musk’s Opinion On Remote Work Matter

    How Much Does Elon Musk’s Opinion On Remote Work Matter?

    The-History-of-Networking

    The Past, Present, and Hybrid Future of Networking

    Pandemic Resilience V. Future Resilience

    Is Your Company Pandemic-Resilient Or Future-Resilient?

    Change Or Control Here What Drives People To Become Entrepreneurs

    Change Or Control? Here’s What Drives People To Become Entrepreneurs

    The-Meeting-Room-Of-The-Future

    The Meeting Room Of The Future

  • Tech
    Lisa Gevelber Founder of Grow With Google1

    Degrees Don’t Equal Dollars: Google Exec Launched Career Certificate Program To Open In-demand, High-paying Career Fields To Everyone

    Lisa Gevelber Founder of Grow With Google1

    Lisa Gevelber Founder of Grow With Google | Transforming The Economy Through Education

    5 Emerging Technology Trends to Power Your Workplace

    5 Emerging Technology Trends to Power Your Workplace

    The Robots Are Coming, Eventually. Will Automation Displace Half The World’s Workforce?

    The Robots Are Coming, Eventually. Will Automation Displace Half The World’s Workforce?

    Is Technology Meeting The Needs Of Today Workers

    Is Technology Meeting The Needs Of Today’s Workers?

    Your Boss Is Watching You. Will Bossware Change How And Where You Work?

    Your Boss Is Watching You. Will Bossware Change How And Where You Work?

    How Chatbots Disrupt the Interview Process

    Here’s How Chatbots Disrupt the Interview Process

    Would You Give Your Staff the ‘Immersive Treatment’?

    Would You Give Your Staff the ‘Immersive Treatment’?

    Christoph Fleischmann Of Arthur | Bridging The Hybrid Work Divide With Mixed Reality

    Christoph Fleischmann Of Arthur | Bridging The Hybrid Work Divide With Mixed Reality

  • Marketing
    Want Your Coworking Newsletter to Actually Convert

    Want Your Coworking Newsletter to Actually Convert? Start by Keeping It Simple, Fun, and Consistent

    5 Pros Share How To Use Instagram To Grow Your Coworking Business

    5 Pros Share How To Use Instagram To Grow Your Coworking Business

    Want To Wow Coworking Members

    Want To “Wow” Coworking Members? It All Starts With (The Right) Insights

    High-Quality Photo Sites

    6 Free, High-Quality Photo Sites To Level Up Your Marketing

    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

    Everything You Need To Know About Google My Business, And How To Ace It

    Everything You Need To Know About Google My Business, And How To Ace It

    Nothing Beats In-Person Communication, But These Online Tools Come Pretty Close

    Nothing Beats In-Person Communication, But These Online Tools Come Pretty Close

    6 Tips For Capturing More Website Leads

    6 Tips For Capturing More Website Leads

    “This Is Marketing” By Seth Godin Is A Celebration Of The Unchanging Truths About Marketing

    “This Is Marketing” By Seth Godin Is A Celebration Of The Unchanging Truths About Marketing

  • Design
    How Will We View Today’s Transformation Of The Workplace In Twenty Years?

    How Will We View Today’s Transformation Of The Workplace In Twenty Years?

    This Company Is Using YOLO Months To Support Hybrid Work

    The Room Where It Happens Matters: The Best Conference Room Designs To Help Your Hybrid Team Succeed

    An All-Encompassing View Of Workplace Health

    An All-Encompassing View Of Workplace Health

    Stylization The Overlooked Design Strategy That Complements Hybrid Work

    Stylization: The Overlooked Design Strategy That Complements Hybrid Work

    How Designers Can Set The Stage For A Flexible Future

    How Designers Can Set The Stage For A Flexible Future

    The Outdoor Office is Here to Stay How to Create the Perfect Outdoor Living (and Work) Room

    The Outdoor Office is Here to Stay: How to Create the Perfect Outdoor Living (and Work) Room

    Neocon 2022 Explored Biophilic Office Design

    Neocon 2022 Explored Biophilic Office Design, But What Is It?

    Multifamily Design Can Inform The New Office

    How Multifamily Design Can Inform The New Office

    Leveraging Design To Support Untethered Working And A Hybrid Future

    NeoCon 2022: Leveraging Design To Support ‘Untethered Working’ And A Hybrid Future

  • Work-life
    Learn How To Make Your Professional Work Support Your Personal Wellness

    Learn How To Make Your Professional Work Support Your Personal Wellness

    Boost Productivity With These Three Alternative Work Schedules

    Boost Productivity With These Three Alternative Work Schedules

    Charlotte-Lockhart-Thumbnail

    Are Four-day Work Weeks A Crazy Idea? This Nonprofit’s 20% Increase In Productivity is What’s Crazy.

    Powerful Benefits To Inspire You To Wake Up Early For Work

    Powerful Benefits To Inspire You To Wake Up Early For Work

    The Role Of Connectedness In The Future Of Work

    The Role Of Connectedness In The Future Of Work

    Maybe Youre The Problem How Better Leadership Can Lower Employee Stress Levels

    Maybe You’re The Problem: How Better Leadership Can Lower Employee Stress Levels

    Tim Leberecht Headshot

    Win The War For Talent With Beauty, Not Efficiency

    Remote Work Doesnt Always Mean You Can Work From Anywhere

    Remote Work Doesn’t Always Mean You Can Work From Anywhere

    Future of Work Podcast Charlotte Lockhart

    Charlotte Lockhart Of 4 Day Week Global | The Secret To Increasing Productivity By 20%

  • CRE
    What Is The Impact Of Hybrid Working On Space Optimization

    What Is The Impact Of Hybrid Working On Space Optimization?

    What Can We Expect For The Future Of Office Occupancy?

    What Can We Expect For The Future Of Office Occupancy?

    How Commercial Real Estate Can Master The Art Of Data

    How Commercial Real Estate Can Master The Art Of Data

    The New Real Estate Portfolio Of Hybrid Companies

    The New Real Estate Portfolio Of Hybrid Companies

    The Time Has Come For The Built Environment To Report Its Scope 3 Carbon Emissions

    The Time Has Come For The Built Environment To Report Its Scope 3 Carbon Emissions – Here’s How

    How Net Zero Targets Affect Your Office Buildings And The Future Of Work

    How Net Zero Targets Affect Your Office Buildings And The Future Of Work

    Is Adam Neumann Making The Pivot To Landlord

    Is Adam Neumann Making The Pivot To Landlord?

    5 Commercial Real Estate Predictions For 2022

    5 Commercial Real Estate Predictions For 2022

    Green Goes Mainstream

    Green Goes Mainstream (And It’s Totally Worth The Investment)

  • Coworking
    WeWork Stock Is Plummeting Despite Industry Growth

    WeWork’s Stock Is Plummeting Despite Flexible Workspace Industry Growth

    Its International Coworking Day 1

    It’s International Coworking Day — Learn About Its History, Plus Ways To Celebrate

    7 Fun Ways To Celebrate International Coworking Day

    7 Fun Ways To Celebrate International Coworking Day

    Should US Coworking Spaces Worry About Worker Migration

    Should U.S. Coworking Spaces Worry About Worker Migration?

    London’s Flexible Office Market Is Recovering Rubberdesk Report Reveals

    London’s Flexible Office Market Is Recovering, Rubberdesk Report Reveals

    Women Of Color-Focused Coworking Space Creates Vital Vibrant Community

    Women Of Color-Focused Coworking Space Creates Vital, Vibrant Community

    Discover The Hottest Markets For Hot Desking

    Discover The Hottest Markets For Hot Desking

    Opinion Piece - Brad K Hub Australia

    Opinion: Bursting The Hybrid Work Bubble

    How To Create A Sense Of Belonging In Your Coworking Space

    How To Create A Sense Of Belonging In Your Coworking Space

  • Workforce
    The Great Resignation Is Getting The Boot — The Great Layoff Has Arrived

    The Great Resignation Is Getting The Boot — The Great Layoff Has Arrived

    You Cant Talk About CENSORED At Work

    Shush! You Can’t Talk About [CENSORED] At Work.

    Surprise! Youngest Workers Need The Office More

    Surprise! Youngest Workers Need The Office More

    Start Sweating It The Future Of Work Will Be Too Hot For Some Business To Handle

    Start Sweating It: The Future Of Work Will Be Too Hot For Some Businesses To Handle

    Hostile Work Environments Are Pushing 52% Of Black Women Out Of The UK’s Workforce

    Hostile Work Environments Are Pushing 52% Of Black Women Out Of The UK’s Workforce

    You’re Not Alone: 54.7% Of U.S. Salaries Haven't Kept Up With Inflation

    You’re Not Alone: 54.7% Of U.S. Salaries Haven’t Kept Up With Inflation

    Could Updating Employee Benefits Slow The Great Resignation?

    Could Updating Employee Benefits Slow The Great Resignation?

    Young Men In The UK Are Being Failed By The System

    Young Men In The UK Are Being Failed By The System — What Needs To Happen To Reverse This Worrying Unemployment Trend?

    The Great Rebalance: Why Losing Female Employees Hurts Everyone

    The Great Rebalance: Why Losing Female Employees Hurts Everyone

  • Daily Digest
  • Podcast
  • Subscribe
No Result
View All Result
Allwork.Space
No Result
View All Result
  • Business
  • Tech
  • Marketing
  • Design
  • Work-life
  • CRE
  • Coworking
  • Workforce
  • Daily Digest
  • Podcasts
  • Subscribe
FlexWorld Dark
Home Business

Watch Your Language! What You Say Can, And Will Be Used Against (Or In Favor Of) You

by Allwork.Space - Press
April 19, 2017
in Business
Reading Time: 7 mins read
A A
regus lack community
Share on FacebookShare on TwitterShare to Network

How do you market your workspace? Do you sneak trending keywords onto your website to attract online traffic, even if the description is off the mark? Or are you 100% true to your type and style of workspace?

Your choice of terminology might bring more leads to your front door. But if your promises fall short of expectations, it will send your conversion rate plummeting. The same goes for the wider flexible workspace industry, itself. Our market is riddled with terms ranging from ‘business center’ and ‘serviced office’ to ‘coworking’ and, still, ‘executive office suite’.

Here, Ray Lindenberg discusses the ramifications of language and why your sales pitch should always be true to your workspace. He also makes a case for the universal adoption of ‘Serviced Workspace Industry’ in order to keep our growing market sector on the same page. What say you?

1password starter pack

Watch Your Language! What You Say Can, And Will Be Used Against (Or In Favor Of) You
By Ray Lindenberg, President and Founder of WANY – The Workspace Association of New York

“…if you sell and market COworking Spaces, plus hybridize and add (at least some) enclosed office spaces, day offices, touchdown spaces, Virtual Offices, conference rooms, interview rooms, duplex offices, cul-de-sac offices, semi-private room-shares, Corporate ID Plans, on and on, you’ll attract a heckuva lot more interested buyers that’ll result in lots more closings and income.”

Flexible workspace - word cloud

What you call and consider yourself, as a workspace provider, will have an effect on who, and how many people consider and sign on to use your space. Thus, it ultimately impacts your overall financial success as an Operator.

Choose wisely and you’ll create a robust flow of the right ‘motivated buyers’ beating a path to your door, which will more likely translate into a greater number of closings.

Choose the wrong term and brand identity, and you’ll suffer the fate of a fisherman at a swimming pool … you won’t get any bites or catch any fish.

Be crystal clear

The first step is to be crystal clear in your mind, heart and soul about what you’re selling, and to whom. What’s your secret sauce? What is the market and individuals that you’re targeting?

Remarkably, here’s where the biggest breakdown occurs for many Operators. They’re either touting the wrong brand to the wrong audience, or equally as bad: they’re limiting their audience and the size of their potential prospects pool.

In an astounding amount of cases in our industry, Operators are calling themselves COworking Spaces, to take marketing advantage of the hot, sexy term ‘COworking’, when what they are really offering is almost exclusively traditional enclosed Business Centers.

The reverse is also true.

There are countless COworking Operators who market themselves as ideal, varietal office-needs solution providers, when in fact, they’re offering only Open Plan workspaces. To many who are in the hunt for a suitable traditional, enclosed office space (still a sizeable market chunk), they get turned off by when they walk into a place where, in their opinion, there’s not enough privacy and conventional enclosed space to satisfy their conceptual needs and comfort zone, based on the norms that they grew up on.

There is a burgeoning market demand for Open Plan, community-centric COworking spaces, for sure. But there is still very much a robust demand for higher sticker-priced, less-transient, traditional private office spaces — a demand that may shrink in years to come, but will always be a market fixture.

The need for enclosed offices is receding, as more and more Open Plan space amenable Millennials take over the demographic majority, while Baby Boomers and other enclosed office-preferring traditionalists head for retirement.

But the need for private officing will be a constant in the industry.

Many COworking Operators can attest to that. They have experienced the heavy drumbeat of private workspace requests, and have added enclosed offices to their offerings in order to provide variety, and thus not lose prospects or market share.

It’s a simple, winning axiom in business — sell only coffee, and you’ll only make money on selling coffee. Sell coffee, tea, donuts, rolls, bagels, croissants, juices and other breakfast items, and you’ll sell a lot more stuff from expanded revenue streams, and attract lots more customers.

Same is true at Serviced Workspaces: sell COworking Spaces, and you’ll attract just a segment of the market, and only make money on COworking Spaces.

But if you sell and market COworking Spaces, plus hybridize and add (at least some) enclosed office spaces, you’ll attract a heckuva lot more interested buyers that’ll result in lots more closings and income. These may come in the form of day offices, touchdown spaces, Virtual Offices, conference rooms, interview rooms, duplex offices, cul-de-sac offices, semi-private room-shares, Corporate ID Plans, (coffee, etc.) on and on.

Can you afford to limit your offering?

You need to ask yourself if you have a bouyant enough market demand to successfully go with a single or limited industry segment with your services and plans. For instance, can you operate exclusively as a Business Center or COworking Space provider — of which there are very few one-dimensional specialists offering such these days.

Or do you have the ability and desire to expand your pool of prospects and income potential by offering a wider array of customizable workspace and work-way packages? Clients could perhaps shuffle back and forth on these, as their needs and lifestyle changes, as most Operators these days are gravitating to — which is sometimes referred to as the CO-BC Hybrid sweet spot.

Perhaps more critically, the ‘what’ that you call your space can be a real bonus or deterrent to sales.

It needs to be a strategic, sharp, deeply committed and clearly defined concept in order to project a more readily sellable and compelling winner of a space.

Pick the right brand and winning formula, and present it with laser-like precision to the marketplace, and you’ll be on your way to Serviced Workspace Shangri La. Stumble with a misnomer that conflicts with your actual offerings, and brace yourself for a real rough go of it.

Considerations for search optimization

Unquestionably, the magical search optimization term of the day is ‘COworking’, which depicts an Open Plan workspace that is community and collaboration based.

The words that primarily COworking Space Operators need to steer away from in their sales and marketing are:  Office, Suite, Executive Suite and Business Center. Those are brand terms that appeal to another market sector, and, in many instances, operators find those terms to be indicative of a work-way that doesn’t fit their objectives.

On the flip side, if you’re committed to being exclusively an enclosed Office Business Center Operator with no other offerings in your portfolio — a dwindling lot —  be careful not to upset your market by trying to capture COworking audience. You are not suited for it, because your space is too traditional and laden with enclosed, longer-term room rentals that they’re really not interested in.

Don’t do what many have failed at.

Don’t risk your reputation by trying to sneak up on prospects … attempting to draw them in to tour a space that is either not what they want, or so tangentially related to their needs and expectations that they walk away shaking their heads for having wasted their time with you. That’s a real no-no.

Yes … ‘COworking’ is a powerful search term with a booming market demand. But if you adopt it and claim you offer it — then make sure you truly offer it! Don’t omit it from your offerings and play anything resembling a bait-and-switch game.

If you are succeeding in marketing solely to people who want the more private, higher-ticketed/higher-commitment, enclosed BC office, Mazel Tov — more power to you. By all means, send the right signal to that specific market niche and use the term “office”, “Business Center”, “Suite”, or “Executive Suite” in your terminology and marketing. For them, that’s language and a signal they welcome if they’re not interested in the Open Plan COworking world.

The moral of the story is: Watch Your Language! What you say can, and will be used against (or in favor of) you.

Remember that all serviced workspaces and Open Plan spaces are NOT automatically “COworking”.

Some Open Plan working is also “Touchdown Spacing” — a highly popular, agile and flexible work-way. It is appealing for its convenience and price to many who may not relish the interactive, serendipitous, community and collaborative nature of true Open Plan COworking.

In fact, an argument can be made that the sector of the market that seeks Touchdown Spacing is actually more in-line with those that prefer traditional, non-interactive, to-one’s-self enclosed BC office spaces. In a similar vein, many COworking Operators have taken to devoting more of their space to quiet, library-like sections or enclosed office offerings on their campuses, in order to meet this skyrocketing market demand.

Finally — here’s a vote in favor of calling the overall big tent of our industry the ‘Serviced Workspace’ industry. That way, we’re all working off the same page.

No industry has ever flourished over the long-haul without a clear direction and agreement on the vocabulary of its offerings, to avoid confusion.

“COworking” and “Business Center” wouldn’t fit as our industry’s overall banner term because they are sub-sets that are too distinct, as described earlier in this article. “Flexible” and “Shared” offices or workspaces are actually generic terms for a  workspace or work-way type that can be found at any private company and office, and not only at a retail ‘Serviced Workspace’ such as what we offer.

What makes our ‘Serviced Workspace’ industry unique and distinguishable from any other space is the contracted or outsourced ‘Service’ that we offer.

To at least some degree, this is provided by a professional on the staff of a retail, serviced space provider — from minimal receptionist and greeting services at some spaces; to more elaborate community, high-hospitality, and/or detailed, traditional, corporate office services at others.

We are the ‘Serviced Workspace’ industry — a sandbox full of a wide variety of workspaces, services, amenities and price points.

We provide much more than just an office or workspace with a monthly rent bill, which is pretty much the limit of what a landlord does.

And yes, our workspace environments can include some elements of ‘flexibility’ and ‘sharing’ … alongside our Open Plan, COworking, Touchdown Spacing, and/or Enclosed Officing, plus other features.

But our hallmark and distinction that sets us apart from the central or headquarter workspaces of private organizations is the provision of our staffed ‘service’. Hence, the term: ‘Serviced Workspace Industry’ is probably the more accurate and best of the lot when it comes to settling on a general umbrella term that captures the essence of who we are.

Ray Lindenberg is President and Founder of the industry advocacy group: WANY – The Workspace Association of New York, founded in 2005, whose members operate Business Centers, COworking Spaces and CO-BCs in over 400 locations worldwide. Ray is also the Founder and Chief Innovationist of Winning Workspaces Hospitality Group, established in 1991 as a consulting firm specializing in maximizing on sales and operational efficiencies through high yield, community-building strategies. Ray can be reached on: [email protected]

Calendly
Tags: Coworking
ShareTweetShare
Allwork.Space - Press

Allwork.Space - Press

Allwork.Space is committed to sharing news, updates and developments from flexible workspace owners, operators and suppliers across the globe. Submit your press releases to the team for publication on Allwork.Space by contacting the editors, here.

Relevant and Recommended For You

How to Establish Your Remote Startup

Here’s How to Establish Your Remote Startup

4 weeks ago
How To Improve Your Workplace ESG Score

How To Improve Your Workplace ESG Score

1 month ago

MySpace Founder Shares His Insights On Social Media In The Future Of Work, Plus Elon Musk’s Twitter Acquisition Debacle

1 month ago

Young Entrepreneurship Is On The Rise

2 months ago
No Result
View All Result

Upcoming Events

Aug 29
Featured Featured August 29 - August 31

Allwork.Space’s Reader Survey Sweepstakes

Sep 20
Featured Featured 1:00 pm - 9:00 pm

FlexWorld 2022

Sep 22
Featured Featured All day

WORKTECH 2022 New York

View Calendar
UltraSoft June
KYR AUGUST
Essensys June
Alliance Virtual Offices AD
Shit sit-stand desk

Listen to the experts themselves

News and Features

Business

Tech

Marketing

Design

Work-life

CRE

Coworking

Workforce

Daily Digest

Podcast

Resources

Marketplace

Events

Press Releases

FlexSpace, Coworking
and Office Space

Los Angeles

New York

Chicago

Washington, D.C.

Houston

Dallas

Miami

San Francisco

Atlanta

Philadelphia

Seattle

Austin

Company

About Us

How to Write for Us

Our Editorial Process

Contact

Advertise

FlexSpace

Terms Of Use

FlexSpace FAQs

Privacy Policy

Connect with Allwork.Space

Twitter

Linkedin

Facebook

Instagram

YouTube

Apple Podcasts

Spotify

Google Podcasts

©2022 Allwork.Space  l  Exploring the FUTURE OF WORK® since 2003.

No Result
View All Result
  • Daily Digest
  • Podcasts
  • Events
  • Resources
  • Marketplace
  • Business Directory
  • Subscribe
  • Advertise
  • Find Space
  • About Us
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.
-
00:00
00:00

Queue

Update Required Flash plugin
-
00:00
00:00