Strategize To Succeed
PC415 – Another Strategy Often Overlooked

       Welcome to the next episode of Strategize To Succeed™.  Selectively applying the strategies which we discuss each week will help you as you progress from conditions to opportunities to successes.

       In today’s episode, we are going to focus on word selection. But this is not a grammatically-based lesson, such as trying to figure out whether to use their, with an eir, ere, or ey’re.

       Instead, today we are looking at the strategy which is used when trying to select and apply the right word for the situation. And, yes, there is a strategy involved in the decision-making process.

      Have you ever noticed that Your Mentor has a habit, some would say a bad habit, of referring to the Merriam-Webster dictionary or thesaurus prior to embarking on the discussion of an issue?

      This habit is not new to me and, frankly, I doubt that I will ever abandon it. You see, I grew up in a family which was particularly sensitive to the nuances of language; my father wrote a great deal as part of his career, and my mother was known for seldom being at a loss for words. Today, I frequently still use my father’s reference books rather than relying solely on the convenience of going online.

      Currently, we are in a situation where, actually, we are probably writing much more often than we are speaking on the phone. Consider it: our primary form of communication, both significant and incidental, is by text or email. And while both of those formats generally utilize a telephone instrument, that same phone is not used as frequently for verbal communications. When we relied on a phone for conversation, the listener could not tell which form of “there” was being applied; no one knew, and really no one cared.

      That is not the situation today.  

      Your basis of communication is written down. And that means that what you say and how you say it becomes even more important because the written words remain, perhaps forever. At the very least, the recipient of your writing has the ability to re-read what you have written, analyze what you wrote, and how you wrote it. Because of that ongoing scrutiny, it now becomes your responsibility to accurately convey both your message and the tone that you want to impart.

      Probably you never even considered how burdensome writing just a short, friendly text could be. But I will tell you from experience, although I am certainly not perfect at it, I am an exceedingly slow writer, both in text and email formats: I think about what I’m going to write, I write it (yes, including the use of my reference books), and then I edit it. Often, I must admit that the notion of sending a text or email, especially when they go back and forth, seems unnecessarily tedious to me. Obviously, most people don’t react quite that way. I am hoping that there is a middle ground somewhere between oblivious ranting and an excessive attention to detail. 

      So, there are certain approaches which can assist you in the selection of the ideal word.

      First, let’s take note of more general suggestions, and then there are a few specific distinctions to be mentioned.

      In the article, “10 Tips for Finding the Right Words,” by Richard Nordquist (thoughtco.com, October 8, 2018), he gently coaxes the reader to approach word selection in small steps. 

      As with most things in life which should be appreciated, Mr. Nordquist advocates that for the first step, one should be patient. Consider the actual objective of the writing and how you want the reader to take it, then be willing to edit and revise multiple times until you believe that you’ve achieved your goal.

      Step two works in conjunction with step number one. Make a dictionary one of your best friends. 

      Item number three encourages the use of a thesaurus, but with a caveat: be sensitive to the connotations within differing meanings. As Mr. Nordquist refers to it, “Your task is to select the word that conveys most accurately the precise shade of meaning or feeling you intend.”

      For the next item, Mr. Nordquist does a 180-degree turn. He does not want us to rely excessively on a thesaurus. If not careful, one can give an appearance of false knowledge, without any substance to back it up.

      Point number six is to listen. Keep in mind that readers not only see what they are reading, they also tend to hear much of what is written. Because of that phenomenon, also pay attention to sound rhythms,  and word patterns.

      As an adjunct to suggesting a judicious use of one’s thesaurus, Mr. Nordquist also notes a distinction between “vivid” and “fancy” language. When involved in word selection, always give the priority to substance over style – that is, focus on the meaning, after which attention can be given to the sound or appearance. Generally, simple wins out over elaborate.

      Do you have, or have you ever had, favorite, go-to words? I recall that while in school, my chosen words were “basically” and “interesting”, and they got me through all sorts of descriptive situations. However, unless such words are absolutely necessary for the thought description, it’s time to eliminate them from your vocabulary.

      It can be as important, or even more important, to delete an incorrect word choice. As you can imagine, the presence of an incorrect word has the potential to skew the meaning of your thought into an entirely different and perhaps unfortunate direction.

     Number nine is to be true, specifically to “your visions and your purpose.” The purpose of word selection is to enhance the clarity of meaning, so don’t loose sight of that while dealing with the mechanics of writing.

      The final admonition is to enjoy going through the process from concept to word selection, to final version.

      When trying to persuade or sell, within a business context, there are additional considerations.

      As offered by Peter Cohan, author of “5 Word Choices That Get Results,” (inc.com, April 12, 2023), here are a few examples of applying a strategic use of language to yield a preferred result.

      Use “recommend” rather than “like” which will increase the chance by 32% that the listener will take action.

      When making a request, using the word “because” after which a reason is then offered, will likely increase acceptance by 50%.

      Make people into willing participants. Instead of “help” use “helper,” and instead of “vote” use “voter.” Just by adding the letters “er,” in the instance of voters, turnout increased by 15%.

      In an article entitled, “How to Choose the Right Words to Connect, Engage, and Sell,” by Henneke (enchantingmarketing.com), the focus is on persuasively writing with a sales slant. And for that purpose, the author provides four rules.

      Rule 1: “Pick words your readers use . . . Your first job is to make him feel you’re talking with him. In his language . . . Remember who you’re writing for.”

      Rule 2: “Choose precise words . .  . Use a thesaurus to inspire your writing, but beware: so-called synonyms often have a slightly different meaning.” Once again, the connotation can make all of the difference.

      Rule 3: “Choose sensory words . . . the most powerful words are sensory words, because they make your reader see, hear, smell, taste, or feel something . . . they make your copy more memorable and persuasive because they require more brain processing power than ordinary words.” A corollary to sensory words are motion words which describe action or movement and have the same stimulating effect.     

      Also, one of the reasons that sensory words are so important in web copy is because there is research which indicates that just by touching a product, one has a greater desire to purchase it. As that is impossible to do online, it becomes even more important that the description emphasizes the use of sensory words. 

      And Rule 4: “Make each word relevant . . . When you add a word to make your sentence more specific or to paint a more vivid picture, then more words can boost your persuasiveness . . . When each word adds meaning, your readers stop skimming and start reading. That’s when your content becomes seductive . . . “

      I would suggest one way in which you can test the effectiveness of sensory words for yourself is to read a couple of restaurant menu descriptions directly from the restaurant’s website. You will probably find that some menus don’t even sink into your consciousness and your mind wanders. However, in other examples, while reading the menus, you may find that you can’t wait to try the food. That is the power of word selection.

      Mark Twain was once quoted as saying: “The difference between the almost-right word and the right word is really a large matter. It’s the difference between the lightning-bug and the lightning.” 

      Thank you for sharing your time today. Remember, your application of strategic decision-making approaches can result in more beneficial outcomes for you, both professionally and personally. Why not turn that process into your opportunity?

Copyright 2023 by The Bermaelyn Group, LLC