the power of words:
A few weeks ago, I did a virtual keynote for the Women Entrepreneurs Inc. Conference on how to “Get Your Message Out of Your Head and Into the World.” My hook and introduction to why better messaging should be a priority, especially now, was simple:
WORDS ARE THE CURRENCY OF CHANGE.
All of the greats knew this.
From Dr. Martin Luther King Jr. to JFK to Steve Jobs and even Oprah, anyone looking to successfully persuade an audience to do or think differently has always placed an inordinate amount of attention on their words.
And it makes sense – for society and for business.
The right words have the power to move massive audiences to action, to push someone from a state of indifference to a stance of certainty, to spark irrational spending, to restore self-worth, to motivate new habits, and to try and buy new things.
Think about it …
TWO EXAMPLES ON THE POWER OF WORDS:
1. In the ’60s, massive clusters of society (and ultimately the nation) didn’t follow MLK and agree to risk their lives to march for a cause of justice because he was charismatic or because of his civil service record in Alabama. They followed him because of his intensely-emotional and irreverent one-word classification of their movement: “NONVIOLENT.” They followed him because of the deeply-rooted significance and power behind it, too.
Ultimately, this one word would help to grant civil rights to an entire race of people.
2. Steve Jobs chose two simple words to move an almost-as-massive tech audience to believe in his mission. In the brand’s 1997 viral ad campaign, “The Crazy Ones,” Jobs calls out “the misfits, rebels, troublemakers, and round pegs in square holes” as modern-day heroes. Using words that glorified their disrespect for the status quo, the ad narrative cited the rare abilities of some – picturing Albert Einstein, Bob Dylan, MLK, and Amelia Earhart – to “see things differently.” At the end of the campaign, an industry-changing, generation-defining, behavior-shifting, and brilliantly-written line of copy is spoken:
“The people who are crazy enough to think they can change the world are the ones who do.”
These words gave birth to one of the most powerful brand statements of our time: “Think Different.”
It single-handedly motivated an entire subset of the population to celebrate their uniqueness, thinking and now feeling like the only way to do that – from a tech perspective – was to buy a Mac.
What’s my point?
WORDS ARE LIKE CURRENCY.
WE SHOULD ALL SPEND THEM WISELY IF WE WANT TO MAKE ANY KIND OF CHANGE TODAY.
As a CEO in the present digital economy, the copy you write to move your audience to action should be equally as powerful as the greats. Perhaps more importantly, it should convey your call to action with equal clarity and concision.
Today, consumers around the world are looking more than ever to the leaders and brands that they trust to motivate their own change. Some looking for new ways to manage their money, some in need of practical tips for taking the leap from their 9-to-5, and some looking for ways that they can better prioritize their self care.
Whatever the change is that your audience seeks, ask yourself if the words in your message are set up to move them to action – in a real and powerful way.
I’M TEACHING ON THE POWER OF WORDS INSIDE COPYMASTERY™ AND YOU’RE WELCOME TO JOIN!
If you believe that your message could use some refinement or even if you’re starting from scratch, I’m inviting you to join me on the next coaching call to learn how to craft meaningful brand messages for your website, social media channels, email newsletters, sales pages, and more.
It’s all happening on Monday, May 18 at 6 pm EST. I honestly can’t think of any kind of business looking to thrive right now who wouldn’t want to learn more.
Let May be the month you invest in something that’s actually going to move the needle in your business: an effective message.