This document discusses how words can have powerful effects and provides tips for choosing words strategically. It argues that context, nostalgia, and being interesting are important. It also recommends using new linguistic analysis tools to understand how words affect audiences. The key takeaways are to use nostalgia, understand context, be interesting, have fun with language, and leverage tools to analyze word usage and effects.
10. 10
WORDS HAVE INCREDIBLE POWER
Hurt or Help Build Trust, Inspire or Promote
Focus on Commonality or Divisive Elements
Sell or Alienate Confuse or Clarify
18. 18
NOSTALGIA
• Thoughts evoked by
nostalgia are not always
positive
• However, "yearning for
yesterday" as a message is
more effective than not
connecting with nostalgic
thoughts
30. 30
POWER WORDS REALLY WORK,
PROVIDED THEY AREN'T WALLPAPER IN YOUR CATEGORY
• New
• Improved
• Free
• Time-tested
• Doctor
Recommended
• Scientific
• Miracle
• Now…
34. 34
The words Judges use in
opinion reflect their
hierarchy in the appellate
system…
Cautious Words
Hedging
Seem Tend
Suggest Assume
Probability Usually
• It could be the case that…
• It might be suggested that…
63. 63
FUNCTION WORDS MATTER
• Personal Pronouns - You and My
• Impersonal pronouns - It and That
• Contractions - Can't and They'll
• Articles - The and An
108. 108
CONTINUE THE
CONVERSATION
WITH US
THANK YOU!
@CurtMunk @webjanet
Share your examples of
great words on our Tumblr
http://WordsInAction.tumblr.com
Find this presentation at: http://bit.ly/dowordsmatter
Hinweis der Redaktion
It was a lot more than just “different words” that she used. By knowing her audience, recognizing the environment, and understanding the power of words to elicit emotion, she was able to change their impact considerably. The emotion is what makes this so much more successful.
Who are you more likely to pick up? If you are a Mom, or have a Mom or miss your Mom – the answer is easy
Understanding the context alongside the content helps craft more compelling messages/The same is true when and where we meet our shopper. SO YOU THINK WE ALREADY KNOW THIS? WE KNOW BETTER?? Hmmm…. If that is true…..
A client said this to me .This client, who shall forever remain nameless, believed that “Moms see the delicious food and reach for the package.” But that is so counter to what we need to do to attract the right people in the aisle blah blah blah
I’ve heard this one too. Defies the medium: print is initimate, I choose to engage, I linger over it. It is also targetted by readership, I know different things about the reader. It’s a very different CONTEXT than in-store or on mobile, etc.
We're only using a fraction of the power of wordsOur lessons from being in this business a while, and a few things we see which we think matter
"On measuring the power of communications" Bruce Hall, Journal of advertising research, June 2004, pp 181 - 187
Reason leads to conclusionsEmotion leads to action
"The Power of Reflection: An empirical examination of Nostalgia advertising effects"Journal of Advertising, fall2004 pp25-35It gives us something else to feel when evaluating a messageJANET: Note that the visuals certainly convey nostalgia – but so does the headine. It COULD have said “Mom’s recipes”
Legand campaign with sentimental music
In-store and tv focus on family time
Even in pet food – nostalgia works!
Back to our original example – context makes all the difference
FPO
"When do advertising 'Power Words' work? An examination of congruence and satiation"Journal of Advertising Research, July/August 1993
Middle EastHyperbolic language
WashingtonUniveristy in STL and Northwestern Univeristy here did a study of Judicial rulings."Higher" judges used less hedging language in their opinions
Back to Janet's example – Some brand managers and marketers lack experience – and confidence. So an approved line is better than an unapproved one. Self-preservation is a strong instinct.
You'll never do anything remarkable is you're not prepared to be wrong.
"The 7 words you can't say in advertising"Steve Simpson
Humor isn’t the only thing that can be interesting
Most shared IKEA product on social media
Using the right word
Snollygoster: a shrewd but unprincipled person
If you're confused, an incubus is an evil spirit that, in medieval times, would descend upon women and have sex with them. That's right, Reebok was marketing rape shoes.Read more: http://www.cracked.com/article_17686_the-8-most-ill-conceived-product-names-all-time_p2.html#ixzz2vt2clZF3
LSSU.edu
When we word cloud this out, there isn't a lot in here your grandmother would recognize
When we word cloud this out, there isn't a lot in here your grandmother would recognize
Fight between who gets credit for the word "Amazeballs"Perez Hilton or Elizabeth Spiridakis - fashion blogger
If this topic had a rock star, it would be this man - Dr. James Pennebaker, University of TexasResearch on language use on health and social behaviorHe noticed something interesting
Speed daters where language matches were more liekly to pair of than those whose language differesText language is a better predictor of relationship longevity than anything else we do
Dead Poets SocietyLook for the "I"
"The words that Bind" Discover, Nov 2013Marina Krakovsky
"The words that Bind" Discover, Nov 2013Marina Krakovsky
This is interestingBut the real value to all of us is to use these types of tool to understand how our brands are being discussed by shoppers and consumers.