Write on Brand - Why Words Matter

By Bek Condello and Lizzie Mulherin.

https://www.linkedin.com/pulse...

Focus for a moment, and finish this sentence. Words are _____.

What came to mind? What do words mean to you?

For many of us, the impact of words is subconscious, yet ‘strong communication skills’ often top the list of desirable traits for a new employee or future romantic partner. But what constitutes strong skills? We communicate all day, every day - whether we realise it or not. “I need a latte with an extra shot please.” “Ahhh that idiot just cut me off!!” Or, “Sure no worries, I can get that finished by 5pm today.”

What makes communication strong is meaning and purpose. By communicating with clarity and intention we build connection through vulnerability and shared humanity. The latte with the extra shot might really mean, “I'm so tired, I haven't had a good night's sleep for a week and work is killing me”. All of a sudden you become relatable to those around you, and people may also share the sentiment.

"Words are singularly the most powerful force available to humanity. Words have energy and power with the ability to help, to heal, to hurt, to harm, to humiliate and to humble.” - Yehuda Berg

“That driver really needs to be more careful, I thought he was going to hit my car!” You’ve been more honest about your anger masking fear. Or, “I’ll do my best to have that project finished by 5pm, but if I can't get it finished by then, I'll have it on your desk by lunchtime tomorrow.” Being more clear in your abilities creates boundaries for yourself and more realistic expectations. Say what you mean, and mean what you say.

In everyday life, the words you choose completely transform what you communicate - and the response that follows. The same applies to marketing. In case you need further convincing, here’s why words matter:

Words drive connection

In a world where consumers are inundated with up to 10,000 ads a day - connection is what counts. A well-worded social media post will cut through mindless scrolling and connect with your customers. A well-worded website demonstrates that you not only know who you're talking to - but understand their needs, too. Generic, salesy and agenda-fuelled content will fall flat. Address your customers like humans (which they are, after all) and you'll spot the difference in results.

Words drive feeling

As author Yehuda Berg wrote, “Words are singularly the most powerful force available to humanity. Words have energy and power with the ability to help, to heal, to hurt, to harm, to humiliate and to humble.” Have you ever been listening to a podcast and heard a phrase that stops you in your tracks? Or read a phrase in your Kindle that you're immediately compelled to highlight? The most successful brands know that words evoke emotions, and emotions are powerful. Nike's famous controversial campaign with former NFL star Colin Kaepernick (featured above), who inspired nationwide protests against police brutality by kneeling for the US national anthem, is a prime example of this.

Words drive behaviour

When we finish the sentence we asked you to consider at the beginning of this article, it reads: Words are compelling. Think of the person yelling into the megaphone at a protest, the words chanted by the crowd and waved on written signs as they march. They don't call it a call-to-arms for nothing. Words crystalise the feelings that underpin our values and beliefs - and our values and beliefs drive behaviour. These behaviours can be big - like protesting civil rights - or more subtle, like buying sustainable instead of fast fashion or choosing to switch skincare brands.

Why do words matter? Because communication is power. Drop us a line if you want help wielding yours.

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