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WORD PACKAGING – Insights on the foundations of communications

Words. The basis of our communication, and yet we’re talking about it less and less. Today, I would like to propose a little journey to understand how words are your best communication partner.

Nowadays, we all know that choosing words to communicate something is a matter of importance. In law, for instance, choosing between a word and its synonym can completely overrule a court’s decision. In marketing, it takes only one word to weaken your brand identity. Even more in the current Internet Era, that is challenging us more and more, showing the power of words and the need to think twice before writing or clicking on buttons such as “share” or “publish”.

Have you ever thought how important words are in your communication strategy?

Wording choices affect your ability to communicate your offer, your purpose and your brand. Bad words choices undermine even the most positive brand message. I have in mind “words” as packaging of our ideas, messages and meanings. We can create energy, visions, emotions and movements by simply using words. That is why, when it comes to marketing, we should calibrate words to package our messages, to make our investments effective, and to engage proactively our targets, both internally and externally.

In fact, words are crucial also to improve internal communications, motivating your colleagues, your members, giving power to your presentations and meetings. We studied the main trends about the English language and here you are our lists of words!v

Re-package your message!

Communication professionals use words carefully. They face very often the need to find a positive repackaging for potentially tense words. This is why a “contract” becomes an “agreement”, the “sign here” becomes “an autograph, please”, “sell” becomes “get involved”. It is not about “cancellation”, but about “right of rescission”, not “costs”, but “investments”, and not “charges” but “processing fees”. There are no “problems”, but only “challenges”. It is not “cheap”, but “cost-effective”. And if you have a 47%, it is “almost half” if you are playing up a number, or “less than half” to play down.

Simple and straightforward

Since the revolutionary ‘60s, words have been use in a sensational way. There was a strong need of promoting a better life, a craving for picture a reality that was there to come.

This trend has been abused, and now, in the Digital Era, where you can virtually experience all the branding messaging, you can see how professionals are stuck in an moment of fake words and jargon, tying to be sensational, more sensational, the most sensational, till the point they deliver a “no-meaning” message. Words are important. Words have effects. A senseless abuse is ridiculous, ineffective and dangerous for your company or association.

It seems that in very big metropolis such as London or New York, companies and institutions are massively investing in powerful words, trying to influence consumers’ and members’ decision making. However, it is no more such a time, and those words are no that powerful after all.

Why? It is fun (and funny) how many companies are so involved in creating terrific advertisement and intriguing messaging, that they completely forget to say it clear: what is the company all about? In some cases, there is not even an option for you to understanding what the product or service is. Not counting that all companies seem to be the same – all offering the same “something”, that is bespoken, cutting-edge, holistic, disruptive, breakthrough and, of course, one-size-fits-all (better “one-size-fits-none”).

Be clear. Do not over-complicate things, as there is a high-risk people will not understand you. Do you really want your members and clients struggling to understand what you are trying to say? Complex language may not effectively deliver your message. Clarity is the key, as your audience will be more open to be convinced and to get interested.

Last but on least, no-words. Sometimes the right word is none.  More communication is not necessarily a better persuasion. Indeed, no-word can be used as an exclusive tactic in enhancing your targets response… but this will require another full article. Maybe next! Keep yourself updated and follow us!

Are you interested in knowing more about that? Drop us a line!

by Chiara Lamacchia



Place des Carabiniers 15

1030 Brussels

+32 (0) 2 215 27 17



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