What causes Gen X-ers and even middle-aged men to watch movies like “Rambo” and “The Karate Kid” for the umpteenth time at 3:00 am?
Why are young kids inexplicably enchanted by “Sleeping Beauty” and “Cinderella”?
The answer’s quite simple, actually. It’s because these stories have, at their core, the triumph of the underdog – one of the most captivating themes in all of storytelling.
Now, what’s storytelling made of?
Need further convincing as to why and how WORDS, when used appropriately, can be the most powerful weapon in your marketing or advertising arsenal?
Motion & Emotion
“Words have set whole nations in motion. Give me the right word and the right accent and I will move the world.” – Joseph Conrad, Polish-English author, 1857-1924
Think. Have you said or written anything lately, that gave comfort to or hurt someone else, be it a loved one, a co-worker or stranger?
Now, think of great orators, writers, philosophers…the likes of Martin Luther King, Abraham Lincoln, Khalil Gibran and Maya Angelou. What weapon did they use most, and best, in common?
Written or spoken, words are continuously propelling us through life. They have the power to uplift us or drag us down, or wound us deeply or heal our hearts. Can anyone ever deny that words have the power to build lifelong alliances, or break confidences, or start wars?
Words can make or break us, both as individuals and as a society. The wheels of the French Revolution of 1789 were set into motion by 3 simple words: “Liberty, Equality, Fraternity”.
It’s Not Just What You Say. It’s HOW You Say It.
The words you speak or write can have a profound effect on the people they reach. Are you encouraging or discouraging? Are you representing yourself, your business or your product, in the way you want your customers to see it?
Words can charm and melt people, and persuade them to your way of thinking. It’s only human nature to want to feel appreciated, wanted, loved, supported or desired.
But remember; just as they can inspire people, words too have the power to kill and to fell a person or a group of people.
The bottom-line’s really simple: You set the agenda, you set the purpose and you anticipate the outcome. Now, all that’s left to be done, is using the RIGHT WORDS to say what you have to say to the hoi polloi.
And that is the essence of the usage of words – in advertising and marketing. And pretty much every aspect of our daily lives.