{"id":36522,"date":"2021-02-19T05:05:50","date_gmt":"2021-02-19T11:05:50","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=36522"},"modified":"2021-02-19T05:50:35","modified_gmt":"2021-02-19T11:50:35","slug":"stop-wasting-words","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/stop-wasting-words\/","title":{"rendered":"Stop Wasting Words"},"content":{"rendered":"

Do you ever notice that curious thing that happens when you really think about a word?<\/p>\n

You may sit there thinking what a strange collection of sounds and noises to mean something so specific, so nuanced. There’s so much meaning from seemingly so little. Isn’t language fascinating? How do we make complex associations from what are effectively refined grunts? Maybe our brains are magical.<\/p>\n

Then poof. The meaning fades. You ask yourself why a \u2018lamp\u2019 is really called a \u2018lamp\u2019. How strange it all sounds. Who decided it should be called that? What\u2019s the etymology? Does it even make sense?<\/p>\n

\"\"<\/p>\n

Yes, I regularly consider that I may be losing my marbles – but this time it\u2019s not just me.<\/p>\n

I know that because I Googled it. In fact, go ahead and Google \u2018what’s that effect called when words are so overused they seem to lose meaning?<\/em>\u2019 Google will tell you it\u2019s called \u2018semantic satiation<\/a>\u2019.<\/p>\n

\u2018Semantic satiation is a psychological phenomenon in which repetition causes a word or phrase to temporarily lose meaning for the listener who then perceives the speech as repeated meaningless sounds. Extended inspection or analysis (staring at the word or phrase for a lengthy period of time) in place of repetition also produces the same effect.\u2019 [Verbal Conditioning and Behaviour – 2014 – by JP Das].<\/p><\/blockquote>\n

Now, if you\u2019re a copywriter and you\u2019re reading this, you\u2019re likely very familiar with exactly how this effect feels. A lot of the job is poring over words, finding the ones that work just right. Taking them apart, putting them back together again. Going way below the surface. Probably putting some real pressure on the servers over at thesaurus.com.<\/p>\n

If you\u2019re a copywriter working in marketing, advertising, brand, or sustainability especially, you may be having another realisation right now. This effect isn\u2019t just in your head. It\u2019s all around you.<\/p>\n

There are collections of words that have been used so much, so flippantly, with so little love and care – that we\u2019ve lost them. They\u2019ve been absorbed in that insidious beige ooze that is \u2018corporate marketing clich\u00e9-filled buzzword jargon\u2019. They used to be words, now they\u2019re empty shells. Semantic satiation \u2013 industry-wide.<\/p>\n

We\u2019ve lost nouns<\/strong>: Innovation, digital, insight, strategy, sustainability, synergy, solutions, journey, communities, progress.<\/p>\n

We\u2019ve lost verbs<\/strong>: Empower, collaborate, commit, aim to, explore, discover, leverage, join the community.<\/p>\n

And we\u2019ve lost adjectives<\/strong>: Together, committed, sustainable, empowered, data-driven, insight-led, ground-breaking, actionable, disruptive.<\/p>\n

As far as I can tell, we\u2019re losing our words most severely in two places. Corporate mission\/vision statements (and by extension, sustainability, diversity and inclusion, corporate social responsibility, and political speeches, etc.) and digital calls to action.<\/p>\n

The majority of \u2018corporate talk\u2019 is an exercise in pleonasm<\/a> and commitment avoiding. There\u2019s an art in saying words but not actually saying anything at all. Most corporate statements read something like this:<\/p>\n

\u201cWe, the business, are [insert nonspecific platitude, eg. \u2018committed to\u2019] [insert unmeasurable and vague goal that business can\u2019t be called up on] because of [insert vague problem that can\u2019t be directly linked to business eg. sustainability, a journey, communities] for [vague group such as \u2018future generations\u2019\/\u2019minorities\u2019 that we can\u2019t measure against].\u201d<\/p>\n

Instances of corporate statements that actually say something are increasingly rare. Writing \u2018marketing Teflon\u2019 (nothing sticks to it) is now a skill in itself.<\/p>\n

The other place we find semantic abuses is in digital CTAs. Here, we bump into toothpaste, car brands, banks, or B2B digital solutions providers that all ask us to do exactly the same vague meaningless thing. ‘Click to learn more.’ ‘Join the conversation.’ ‘Follow the rest of the story online.’<\/p>\n

Have you ever? Has anyone?! I just don\u2019t think so.<\/p>\n

The problem we face is that this satiation leaves us a little numb. But it\u2019s not all doom and gloom \u2013 in crisis lies opportunity, and this one is a good one. From what I can see – there are two things we can do:<\/p>\n

    \n
  1. Call it out.<\/b> Corporations need to be held to account for the fact their \u2018commitments\u2019 are almost entirely meaningless. In marketing we know it, people are starting to realise it, the lawyers certainly know it. If not held to account this lack of commitment will continue. It\u2019s our responsibility to force them to put the proof in the pudding. Actions speak louder.<\/li>\n
  2. Exploit this self-inflicted Achilles heel<\/b>. Corporate fluffery has created its own problem \u2014 it\u2019s made good copy, good words, proper statements, and real human language a shining differentiator. \u2018Not bullshitting\u2019 has become a competitive advantage. Who\u2019d have thought it? What a time to be alive.<\/li>\n<\/ol>\n

    It\u2019s been a difficult couple of years, but as we start to rebuild, there\u2019s a good chance to rebuild better. Marketing pros can build a renaissance into our recovery. Provided marketers are brave enough to see what’s real and say what’s true.<\/p>\n

    All in all, 2021 may prove a good year to be a copywriter.<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

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We sometimes find\u2026","rel":"","context":"With 2 comments","block_context":{"text":"With 2 comments","link":"https:\/\/www.adpulp.com\/lets_use_words\/#comments"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":37693,"url":"https:\/\/www.adpulp.com\/sky-high-on-ai\/","url_meta":{"origin":36522,"position":4},"title":"Sky High on AI","author":"David Burn","date":"April 15, 2023","format":false,"excerpt":"AI. Have two letters in combination ever received the hype, press, and speculation behind them that AI presently enjoys? One has to wonder what's so special about the latest shiny object and exactly who stands to gain the most by seeing artificial intelligence take off. The pace of AI-related product\u2026","rel":"","context":"In "Artificial Intelligence"","block_context":{"text":"Artificial Intelligence","link":"https:\/\/www.adpulp.com\/category\/artificial-intelligence\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2023\/04\/Jasper-AI-Content-platform.webp?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":8503,"url":"https:\/\/www.adpulp.com\/googles_visual\/","url_meta":{"origin":36522,"position":5},"title":"Google’s Visual Search Technology Returns Branded Answers","author":"David Burn","date":"November 21, 2010","format":false,"excerpt":"According to The New York Times, Google introduced a smartphone application last year that lets users take photos of objects and get search results in return. The app called Google Goggles is now available on Android phones and the iPhone. Google is now bringing this functionality to five national brands\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"Buick_Goggles.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2010\/11\/21\/Buick_Goggles.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36522","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=36522"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36522\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/36525"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=36522"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=36522"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=36522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}