Words Influence Us

Getting off the train in the morning, I hear a brief announcement:?

Please don’t cross the station tracks; that is both dangerous and illegal.

This simple message is highly effective. I would guess that 90% of passengers choose to wait in line vs. crossing the tracks, even with empty stairwells only 20 feet away.?

However, if the word “illegal” were removed, people would cross those tracks in droves. People aren’t afraid for their lives; they just don’t want a train cop to bust them.

A word like illegal has a profound influence on our thinking. The same can be said for the words “staff only.”?

Throughout my building, dozens of unlocked doors say “staff only.” These two simple words are so effective that guests will stop dead when they are on a tour, even when the tour guide says, “It’s all right.”?

However, there are no guarantees. I’ve seen people happily cross the middle of the street when the sign says “Don’t Walk.” Jaywalking is illegal, and people can be charged, but that doesn’t stop many people. The same could be said for the infamous red button and the “don’t push” label.?

This is why copywriting is an art form. Knowing what words will influence us and when is a skill that needs to be cultivated through practice and mistakes.?