Lately, I’ve been thinking a lot about the power of words — how a few letters strung together in the right way can have such power to inspire, engage and even change hearts and minds. The words we use reflect not only what we’re trying to share but who we are and how we’re seen.
I’m sure it’s no surprise that I’m passionate about words and the impact the right ones can have given I’ve spent the last 20 years of my life helping people and companies tell their stories in a way that resonates and connects. However, in our increasingly global world – where information flows faster than we can keep up with – the words we choose have never mattered more.
Here are a few things to keep in the back of your head next time you’re writing that press release, bylined article, website, blog or email.
Focus on the positive
In a world where it can feel like negativity prevails, it’s important to focus on the positive where you can. This isn’t about sugar coating things, or avoiding tough topics, rather it’s about positioning things in a way that connects with people rather than putting them on the defensive. You’d be surprised at how much differently people react when you reframe challenges as opportunities, or position feedback about what you like and would like to see, rather than what you dislike or don’t want. As humans, we all have a natural negativity bias, so be on the lookout for it when you edit your next blog or prep for that next interview.
Use inclusive words
Whether you’re trying to rally a team, or giving a pitch to a journalist or investor, be conscious of the pronouns you use. Instead of using “I” or “me,” try engaging others by using “we” or “our.” Help them understand the impact to them – what they stand to gain or lose based on a particular change or idea – and why they should care. People are much more likely to invest in the things that affect and matter to them, and it’s your job to help them see these connections. Also, be conscious of the gender biases that can creep into your pronouns. My high school English teacher Mrs. Snyder would freak out if she read this, but if you’re referring to an unknown person (or a generic audience), don’t be afraid of using the word “they” or “theirs”. While it might not be technically correct, in my opinion it’s a much better alternative than writing s/he over and over or offending people based on your assumptions.
Keep it simple
How many of us have read something and had more questions after than we had before? Often, confusion or complexity comes from the words we choose. And boy does the technology industry use some confusing words. If you’re trying to communicate highly technical information, particularly to an audience of non-experts, it’s essential to keep it as simple as you can without sacrificing meaning. That means communicating the way people actually speak (you actually want to aim for an 8th grade reading level – max) and using acronyms and jargon sparingly.
Here’s a few of the words and phrases I see overused by organizations every day, with simpler alternatives:
Leverage, utilize = use
Adversely impact = hurt or set back
As a means of or in order to = to
At the present time= now
Endeavor = try
Disseminate = share or send
Pivot = anything else (OK, sometimes this word works but it grates after a while)
Spend the time to read over what you wrote and ask yourself:
Can I simplify this concept?
Can I use a clearer word?
Should I define that acronym?
Can I cut that sentence into two (or in half)?
Can I make that passive sentence more active?” Here’s a quick refresh on what I mean by passive voice if it’s been a while.
Above all, make sure you have it right
Just as words matter, getting it right is so important in a world where misinformation spreads easily and runs rampant. If you’re going to share something, make sure you fact check your source material and only use reputable sources. If you're going to quote someone, make sure they actually said it. If you have any doubts about the veracity (strike that, truth) of a statement, don't say it.
Cover photo: Prateek Katyal on Unsplash
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