It’s not Adwords, or social media or radio that make your marketing communications campaign successful – it’s what you say.
A picture may be worth a thousand words, but a few well-chosen words will paint a picture. Your message is what gets the cut through. Take, for example, these words that changed the world (many of them long before social media):
“I am the way, the light and the truth.” – Jesus Christ
“All men are created equal, endowed with the same inalienable rights to life, liberty, and the pursuit of happiness.” – The American Declaration of Independence
“Make America Great Again.” – Donald Trump
“To no one will we sell, to no one will we deny or delay, right or justice.” – Magna Carta
“Peace, land and bread.” – Lenin
And words that helped shape culture:
“Just Do It.” – Nike
“Think Different.” – Apple
“I’m lovin it.” – McDonald’s
Words with meaning have far more power than visuals. And visuals without words lack meaning.
In all the examples above, they weren’t just words that sounded clever or rhymed; they were words with a powerful message that said something; that communicated an enormous amount of emotion – whether fear, hope, aspiration or equality.
Nike’s ‘Just Do It’ inspired millions to push their limits. Apple’s ‘Think Different’ spoke to creativity and innovation, and McDonald’s ‘I’m Lovin It’ stood for simplicity and a positive customer experience.
Without meaning, words are just noise. ‘Quality,’ ‘Service,’ ‘On budget on time,’ ‘Game changer,’ ‘Think outside the box,’ – somebody pass me a bucket please.
We’re living in an age when businesses and brands get around their obligation to have meaning by throwing as much cash at their noise as possible to ensure something pops up when somebody may be ready to buy – but if you don’t have that kind of cash, you need to say something different.
The power of words lies in clarity, emotional resonance, repetition, rhythm, and identity. Great messages and statements don’t explain—they proclaim.
A powerful message will cut through the noise, and it will not need thousands of dollars to be heard. I will be like a whisper that reverberates like a church bell across time, distance and doubt.
Do you want to ‘say it different?’ Reach out and let’s chat.