Ancient wisdom about writing

I have acquired a taste for Latin phrases, so whenever I encounter one, I’m compelled to translate it.

It happened this week while I was watching a classic movie called “Designing Women.” A character played by legendary actor William Powell uttered an ancient Roman adage.

Wikipedia informed me thusly:

“De gustibus non est disputandum, or de gustibus non disputandum est, is a Latin maxim meaning ‘In matters of taste, there can be no disputes’ (literally "about tastes, it should not be disputed/discussed"). The phrase is commonly rendered in English as ‘There is no accounting for taste(s).’ ?The implication is that everyone's personal preferences are merely subjective opinions that cannot be right or wrong, so they should never be argued about as if they were. Sometimes the phrase is expanded as De gustibus et coloribus... referring to tastes and colors. The saying is an ancient Roman adage. Its vernacular and textual origin are unknown, and a subject of debate.”

Alas, we owe this phrase to an unknown writer, to whom we should be grateful, as it pithily captures a key tenet of the writing craft that reveals several insights.

First, in many if not most businesses/marketing writing endeavors, it is essential to cater to the tastes of the reader. The writer must understand the value of prose is in the eye and mind of the beholder and obtain the best possible understanding of that mind as possible. Learn everything you can about the language, interests, motivations, and aspirations of your audience before setting your fingertips to the keyboard.

One of the biggest challenges is the fact that the customer is not the writer’s client—the company is. Part of the writer’s job is to be a customer advocate in the sense of making sure copy is focused outward, toward the customer’s tastes and views, rather than inward toward the client’s. Ideally, the writer can help align these two points of view to the greatest extent possible.

Second, it’s much easier to appeal to the existing mindset of the reader than to endeavor to change hearts and minds. As the phrase implies, personal preferences are subjective, therefore don’t lend themselves to logical rhetoric. If you must take on the formidable challenges of changing minds, often the most expeditious tactic is to change hearts by appealing to the most powerful forces within the human psyche—emotions.

Third, there are some things best left undebated with those whose tastes are deeply and passionately held. Certain views are simply undebatable with certain people. The classic advice for those who sought popularity was never to discuss religion or politics. Fundamentally, both boil down to questions of morals, mores, and values. For marketing and advertising types, that was a virtual commandment.

Of course, in today’s world, that policy is challenging, especially for well-known consumer brands. Disney recently found itself in an extraordinarily difficult position. In a decade that has heralded a bold new corporate approach to taking positions on social and political issues, some view even silence as complicity. Unfortunately, many matters that have come to the fore are watershed issues, in which public opinion is sharply and evenly divided, making it challenging for companies to take a stand without risking consequences such as consumer boycotts and employee disgruntlement from one side or the other no matter what stand they take, or even if they choose to refrain from engaging.????

?We live in emotionally turbulent times, which come and calm in cycles. The current cycle is particularly stressful for businesses. Complicated problems like these have no easy, generic solutions. My instinct is to focus on subjects most germane to your business. Stay centered at the intersection between your product and service solutions and your customer’s relevant needs. Concentrate on areas where your expertise is a comparative advantage. Talk when you know what you’re talking about better than most.?The lower your profile, the less you should venture from these safe harbors.

Finally, in a sense, you must account for taste. Know your customers’ tastes in those areas relevant to your business and beyond. Adjust your tone and topic depending on the scope and characteristics of your market, and how your own tastes and those of your company match up.

It can be helpful to enlist the aid of a professional writer to help you hone your messages and communications. Working with an objective third party who can serve as what screenwriters call a foil, na?ve to the plot of your business and its customers, can be very helpful in discerning the best way to craft your messaging, draft alternative approaches, and revise and refine your content until it reflects, respects, and addresses the tastes of your audience—in short, writing worth reading.

That’s what Terryfic Writing strives to provide. For a no-obligation consultation, contact Terry Nugent, Principal, via InMail, text or voice (708)-334-8414, or [email protected]. ?