"A word means what I say it means; no more, no less" - an oft used quote/slight paraphrase of the Red Queen. It suggests only the communicator is in control of the meaning of a word. Bad communicator!
The Queen's quote is true only if you're the Queen, and everyone must obey. As far as I know, she didn't tweet or have a Facebook page. Pity.
Marketing literature is full of name choices that didn't pan out. Due diligence in researching some product names should have been characterized as "Mountain Dew Diligence." And the choice of words to describe some products and services has been less than positive, and sometimes memorable for the wrong reasons.
And there's the other side, in which a few words captured everything - "Where's the beef?" (Clara Peller for Wendy's, for you history buffs.)
Now, in our "attention economy," and the interaction between a company and the audience it tries to reach, a word means what the consumer thinks it means. "It's all about them" cannot be repeated too often. And it's "them" we're trying to reach. If we've carefully defined "them" and understand their vocabulary, we have a good shot at using language that resonates. That means writing copy or using images that don't necessarily make the boss happy, but convey the meaning the receiving side will understand - and share. That's what writing is all about.
It's language. It's clear. It's concise. It's compelling. It's context.
It's truly writing smart for your audience(s). Choose your words carefully, if you want the Queen of Hearts to RT.
No comments:
Post a Comment