The choice of words you make is important – vital – to convey the meaning you intend. My readers, your readers, prefer specific, concrete and powerful words. But that’s not always what they get.
The writers I work with know that I dislike using certain imperfect words in our content marketing. Unless you are discussing lunch in Hollywood or branding at Nike, the word DO is one I recommend avoiding, for example. Why? It has little meaning and often softens the impact of the idea you’re trying to convey. Run is another word with so many meanings it is often meaningless in a sentence. Try harder – there are better words.
The content marketers at Purplefeather in UK produced this brilliant video that showcases The Power of Words to move people to action.
About Arthur Germain
Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.