Does Word Choice Matter Anymore? (It Does) | Momentum Newsletter

When it comes to the evolving landscape of marketing and communications, I've been contemplating an important question this year: Does nuance - the power of words - matter anymore? As a fan, I like to believe it still does.

Check this out:

Join us Wednesday morning for a panel on Understanding the State’s New 2024 HR Regulations. Hear about the changes to state law from our panel of experts.

It’s that “hear about” that gets me.

I follow a lot of chambers of commerce and business associations on LinkedIn, and I see that all the time – “hear about.”

Nobody needs to leave their office to “hear about” anything... These days, people can literally get any information they need in about 15 seconds through a combination of ChatGPT and their favorite search engine.

The verbiage is not very compelling, and I don’t know how it happens.

DOES WORD CHOICE MATTER ANYMORE?

I’ve been thinking a lot lately about nuance, and how it seems to be a lost art.

Trying to figure out why.

Consequently, I've broken it down to three things:

• People who build newsletters and post on social media on behalf of their companies are not always trained communications people – a necessary evil in not-for-profit organizations and small businesses, especially
• The combination of social media and texting has created a communications environment where communicating faster is better than communication well. Amirite? LOL
• There’s so much to do on a daily basis that people don’t take an extra minute to make things just a little bit better.

But, watch this…

Join us for an enlightening panel discussion where top industry experts unravel the complexities of the latest HR legal changes. Dive into the heart of the new state laws and discover how they can impact your business.

Doesn’t it explain a little bit more about what you can expect if you take an hour out of your day to participate?

Want to know how long it took me to rewrite that?

About 10 seconds. I simply cut-and-pasted the original into ChatGPT and asked it to make it more compelling.

You can do it, too.

WHY IS USING BETTER WORDS IMPORTANT?

Marketing science can be traced back to the early 20th century, with real sophistication of marketing research techniques emerging in the ‘20s and ‘30s, particularly surrounding the psychology of selling.

Since then, technology, beginning with the introduction of the television and leading up to the sheer inundation of information we have today, has created a noisy marketplace where only the fittest survive.

Data analytics has changed everything… The people and companies putting information in front of you are smarter than ever.

To get your audience's attention, you must realize you’re now competing with anything and everything in their e-mail box or social media feeds.

If people have a dollar to spend, there are lots of places they can spend it.

Bottom line is… “Hear about” (which I’m using as a stereotype of boring promo language) doesn’t work anymore.

Your communication, every day, has to tell people: if they spend that dollar with you, they'll be happy they did.

In the competitive information environment we now live in, there’s no way around it.

Our conclusion: it is 100% worth the extra time to make everything you’re saying to them better, stronger and more effective...

So you can compete.

DO BETTER, AND THEN DO BEST

We all know we can do better.

In fact, as I’m writing this blog, I keep going back to my own “stuff,” to make sure I’m practicing what I preach.

(I will admit to falling into buzzwords every once in a while… BUT… I am pretty meticulous about when I use them.)

Here are some best practices for using better words to strengthen even the most basic of your public comms:

1. Action-Oriented Language: Using verbs that inspire action can significantly impact the audience's response. For example, "Join," "Discover," "Explore," and "Start" are powerful action words that prompt immediate response or engagement.

1. Benefit-Driven Words: Words that highlight the benefits of engaging can be very effective. Phrases like "Gain exclusive access," "Learn cutting-edge strategies," or "Lower cost" will be more motivating than simply stating the features of a product or event.

1. Creating a Sense of Urgency: Language that conveys urgency or scarcity can drive action. Words like "Limited seats available," "Exclusive offer ends soon," or "Don't miss out" create a feeling that immediate action is a good thing.

1. Personalization and Direct Address: Using "you" and "your" makes the message feel personal and directly speaks to your audience. Just be consistent throughout your message.

1. Emotive Language: Words that evoke emotion, such as, "Empower," "Transform," and "Revolutionize" can stir enthusiasm for your products and services and a sense of victory.

Here’s an article I like from Buffer:

189 Powerful Words That Convert: Write Copy That Gets Your Customer’s Attention Every Time

There are lots of ways to look at this, but the important thing is creating a mindset that you're going to do better, every time you put something into the public.

IT’S NOT JUST A ONE-TIME THING, EITHER

Do you think of Apple as an innovative and revolutionary company?

It’s hard to argue against it.

But, it’s not just about the iPhones and the iPads and the iPods and all the rest of Apple’s technology… They had to get to the point where they had massive lines wrapped around the block on product launch days.

Apple is perpetually reminding all of us that they are an innovative and revolutionary company.

Here’s the “About” section at the bottom of their recent press release about the launch of the iPhone 15…

About AppleApple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Now, there’s not a reporter in the world who doesn’t know who Apple is, and they will likely get placement of the announcement everywhere… Plus, the article, itself, is peppered with engaging, powerful words like “next generation,” “high-quality” and “beautiful.”

They could have phoned in the “About” section. They hardly needed more.

Instead, they include powerful storytelling, using the exact words that they want people to associate with their brand.

Every time.

The most famous one, of course, is Steve Jobs’ famous announcement of, “1,000 songs in your pocket” at the release of the original iPod in 2001. Since its inception, Apple has been telling a story that has captivated the world, using the tools of communications to do it.

Is your company or organization doing the same?

Are you consistently using the kinds of words you want associated with who you want your community to know you are?

It works for Apple… It will work for you.

CREATING, NO, EMPOWERING A CULTURE OF BETTER WORD CHOICE

Now, there’s a reality that many businesses, especially small businesses, have to face: You might not have the personnel to do this on a daily basis.

So many organizations are understaffed, and the day-to-day existence is incredibly busy.

Sometimes, just getting the newsletter or posts finished and out the door is a victory, in itself. I get it.

And, often, as we mentioned at the beginning of this post, your content writer wasn't necessarily hired for their writing skills.

But, it’s imperative that you empower that person to do better.

What if the tools that marketing psychology has given us since the beginning of the 20th century could lead you to…

More attendees.

New members.

Additional sponsors.

Which means… Don’t let your newsletter go out with boring language in it, just because it’s on your to-do list for the day.

Post only compelling messages to social media.

Use the facetime you get with people to get them excited about your products and services, rather than just hearing about them.

Use these opportunities to engage and inspire your audiences.

GETTING EVERYONE ON THE SAME PAGE

Why? Because engaged and inspired pay attention more, spend more money, and tell more people about the great experience they have with you.

You must stress to your team the importance of the conversation that your company has with clients, prospects and the public.

Especially with high turnover in the job market, not everyone will see this particular challenge through these eyes.

Creating a culture is critical.

You may have a small staff, and/or the person/people designated to tell your story is NOT a trained communications professional... It’s well worth the investment to give them some additional technology and training.

The easy one is ChatGPT Plus – if you follow me on any social media, you’ll know I’m all-in on ChatGPT as a powerful solution for businesses and organizations of any size. ChatGPT Plus is just $20/month, and offers many tools that will help your designated comms person save time, and be wildly more effective. If you’re not ready for that, the free version of ChatGPT can do an awful lot in that regard, itself. Get either at OpenAI.com. (I get nothing from this recommendation, except the joy of knowing I changed your life when you use it).

Literally plug your first draft of anything you're writing into ChatGPT and say, “Make this better.” “Make this more exciting and engaging.” “Make this stronger for SEO.”

Even if you don’t end up using the whole thing, I guarantee it will give you ways to upgrade your messaging.

In fact, I’ll even teach your team how to use it!… We offer regular ChatGPT webinars.

IF YOU BUILD IT, THEY WILL COME

nuance

1. a subtle difference or distinction in expression, meaning, response, etc.

It’s such a great word – nuance.

Does this all mean that if you start using stronger words, you'll suddenly double your client roster?

Not necessarily. But, here’s the thing:

You’re putting information in front of people anyway, I’m assuming, to drive some sort of action – whether it’s click a link, get some information, or buy something.

If a stronger word gets 10 of them… 5 of them… to do it, then the 15 seconds it takes to do just a little bit better is completely worth it.

I like this test: When you write copy for your newsletter, social media, or a link to a blog… Would you, yourself, click on it?

When you write copy for your newsletter, or an event announcement, or a link to a blog… Would you, yourself, click on it?

If the answer’s no, make it stronger.

That’s a great rule of thumb, especially for newsletters.

It's a good mantra to get your team taking a little bit of an extra look at everything that goes out with your company’s name on it.

This is important.

Don’t throw “information” out there and hope that your audience appreciates it.

Give them the good stuff… And then tell them that you're giving them the good stuff.

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Let's not just communicate; let's connect, captivate, and create lasting impact. Schedule a 15-minute Zoom with us, and we’ll walk you through how we help companies tell a better story using a variety of tools, including their chambers of commerce.