Platty Joobs, poo and parking

Connect with your audiences in a language they understand, and you have a much better chance of getting some of their precious time and attention.

There are so many benefits to using your audience’s terms and phrases.

"If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think." David Ogilvy

Save lives

Depending on what industry you work in, using your audience’s language can potentially be life-saving. Or, at least, life-changing.

Talking about the effect of everyday language on patients, the NHS says “We try to use the words people use when they talk about their health and when they search the internet.”

This means, for example, using the words ‘kidney’ instead of ‘renal’, ‘pee’ instead of urine and ‘poo’ instead of stool.?Choosing widely-used terms helps to ensure everyone has the best chance of receiving the help they need.

"If someone with poor literacy understands ‘blood in your poo’, it might just save their life," says the NHS digital blog.

Be understood

If you need people to follow instructions, it helps if they understand them. From registration forms to payment processes, clear instructions are vital.

The National Trust does a great job of using human language on the ticket machines in its car parks. The instructions state: “Press green button to wake machine”.

They could have said “activate” or “operate” machine, but “wake” is a much friendlier and more familiar word that you’re likely to use.

Be found

Your content should include the search terms your audiences are using. Sometimes this might involve weaving in words or phrases that are simply inaccurate, but it’s worth the pay-off of being found and read.

For example, there used to be a Widow’s Pension scheme in the UK. This has now been replaced by the Bereavement Support Payment. The UK Government’s page about the Bereavement Support Payment gives important information about the current support available. However, it also includes the outdated search term that people are familiar with to pick up organic search traffic.

Jump on trends – but don’t get it wrong

New words and expressions crop up all the time. Some become commonplace while others are simply a passing trend.

It was hard to imagine, for example, that ‘Platty Joobs’ would become so widespread as a cheeky, cheery term for the Platinum Jubilee. However, Chazzle Dazzle and Coribobs did not catch on in the same way when it came to slang for the coronation of King Charles III.

If:

• your brand has a clearly defined personality
• you can see that your audiences are using a new term
• you’ve weighed up the risks and benefits of using it yourself
• and that term fits with your tone of voice and brand guidelines…

… then it makes sense to jump on new terms. Go wild with your marketing, join the chat on social media and embrace the new.

If, however, there’s any doubt, then stay clear. The results can be tone deaf and cringe-worthy. Don’t use your audience’s language for the sake of it. Do it as part of a well-informed, carefully executed strategy.

Planning your content for 2024??

Check out these tips for business planning for the year ahead and don’t miss our free 2024 content calendar.?

If you’d like any support with content strategy and planning, tone of voice or copywriting, then let’s have a chat and see if we can help.?

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Best wishes,?

Ed, Henry, Marcus & Team AB?