I’m just going to go ahead and say it: Words are great! In fact, they’re wonderful! Words basically provide us with the quintessential mean of expressing ourselves. Words allow us to communicate and connect with one another. They also allow us to identify to our surroundings. In other words, they influence and shape EVERYTHING in our daily lives.
It’s easy to forget how powerful and emotionally charged these linguistic formulations can be. Consequently, many businesses are caught in the midst of the crazy automaton-like buzzword hype. They’ve failed to recognize the innate communicative power that words carry and have succumbed to the language laziness virus. More and more, articles are crammed with what I like to call, insignificant psycho-tech babble. By this I mean regurgitated plastic words that appear seamlessly organized so as to form a string of content-less sentences. This empty trail of words fails to inspire any audience and rarely leaves a lasting impact. So, what’s the point? Why publish so much insignificant content when the mediatized world is already flooded and oversaturated with these artificial presences?
Businesses that make it to the top do so because of their authentic voice and ability to combine words and images that resonate inside their audiences’ core. In short, they understand how to use the right words so as to evoke an empathetic response. Understanding that words have such intricate and significantly important baggage is vital to one’s communicative success. Knowing how to interpret the complex socio-cultural underlining of language is critical to getting a message across. Surprisingly, this seemingly simple solution appears to have been forgotten by today’s budding entrepreneurs.
Words aren’t a thing of the past. They aren’t passé. Words are here to stay and they must be weighed with delicate care. The power of words is limitless. As Mark Twain insightfully stated:
“The difference between the almost-right word and the right word is really a large matter. It’s the difference between the lightning bug and the lightning.”