Posts Tagged ‘language’

The right word matters more than ever.

Monday, February 1st, 2016

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Most of the communicators we know are a lot like us when it comes to writing: editing and rewriting and tweaking every sentence, every phrase, every word.

Because words count. The right ones can open people to new ideas and spur them to action; the wrong ones can close minds, weaken support and harden opposition. That’s why we’re so diligent about testing language in the research phase of a campaign. We want to know which words convey both the literal meaning and the persuasive emotion we want them to deliver. It’s why we prepare messages for communicators, and help members and supporters advocate your position as effectively as possible.

Words matter. And it’s kind of jaw-dropping when a dictionary seems to dismiss their importance. (more…)

When it comes to your message, the words you choose can make all the difference

Tuesday, June 24th, 2014

global-warming-language-reportPeople who’ve worked with us know we spend a lot of time tinkering with words.

We test relentlessly: do the people you’re talking to relate to “pay”, “wages” or “salary”? “Unions,” “labour unions” or “organized labour”? Do they prefer “children” or “kids” — and when? We advise you on the language that works when you discuss the issues that matter to you most, and coach you so it becomes second nature.

Some people wonder, though: does all that work really pay off? What does it matter if you say “working people” or “families like yours,” as long as the basic idea is the same?

Turns out that sometimes, it can matter a great deal. (more…)