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1
DO WORDS
MATTER?
March 26, 2014 Janet Barker-Evans & Curt Munk
2
http://bit.ly/1h6KbRm
3
“I wrote the same,
but different words.”
4
5
=+AUDIENCE ENVIROMENT context
IT’S ABOUT USING THE “RIGHT WORDS”
=+BRAND BENEFIT content
6
“I don’t care what it says,
it just has to have appetite appeal.”
7
“Just use the headline from the print ad.”
8
9
10
WORDS HAVE INCREDIBLE POWER
Hurt or Help Build Trust, Inspire or Promote
Focus on Commonality or Divisive Elements
Sell...
11
AS MARKETERS, WORDS ARE OUR BEST BET…
12
In reality, people respond to emotion first, and reason last..
13
DECADES OF COPY TESTING…
Perception
Experience
Memory
14
It’s: Feel, Think, Do Not: Think, Do, Feel
15
5 THINGS THAT MATTER
16
#1: NOSTALGIA WORKS!
17
18
NOSTALGIA
• Thoughts evoked by
nostalgia are not always
positive
• However, "yearning for
yesterday" as a message is
mo...
19
20
21
22
23
#2: CONTEXT MATTERS, A LOT!
24
CONTEXT MATTERS!
"MESSAGES ARE NEVER THE SAME FOR ALL RECIPIENTS BUT FILTERED
BY NEEDS, CONDITIONS, SUBCULTURE, AND USA...
25
=+AUDIENCE ENVIROMENT context
=+BRAND BENEFIT content
26
27
28
29
30
POWER WORDS REALLY WORK,
PROVIDED THEY AREN'T WALLPAPER IN YOUR CATEGORY
• New
• Improved
• Free
• Time-tested
• Doctor...
31
32
Child
Mother
Daughter
Family
Husband
Marry
Friend
Feel
Date
Love
33
Man
Guy
Sex
Marry
Romantic
Love
"Real Man"
Cancer
Anxiety
Eat
Freckles
34
The words Judges use in
opinion reflect their
hierarchy in the appellate
system…
Cautious Words
Hedging
Seem Tend
Sugge...
35
“Just use the headline from the print ad.”
36
#3 - INTERESTING OFTEN BEATS SAFE
37
THE NEW "INTERESTING" ADVERTISING WORDS
• Luxurious
• Decadent
• Sugary
• Sexy
• Exquisite
• Bitchin'
• "I"
• Solid
• N...
38
39
40
41
42
43
44
45
46
47
#4 - LANGUAGE EVOLVES
48
CREESE
CRANCH
PROBANG
PORLAN
OCTANDRIOUS
COMPLEMENT-FIXATION
SNOLLYGOSTER
WORDS YOU'LL NO LONGER NEED, APPARENTLY
49
“Incubus”
50
51
SOME WORDS ARE BANISHED BECAUSE
THEY ARE OVERUSED…
52
Selfie
Twerk/Twerking
Hashtag
Twittersphere
Obamacare
53
WORDS & EXPRESSIONS WE LIKELY DON'T MISS…
Fiscal Cliff (2013)
Occupy (2012)
Mama Grizzlies (2011)
"Friend" as verb (201...
54
http://bit.ly/1ixGxje
55
56
"amazeballs"
57
58
59
#5 – WE HAVE GREAT NEW TOOLS
TO GET OUR WORDS RIGHT…
60
61
62
63
FUNCTION WORDS MATTER
• Personal Pronouns - You and My
• Impersonal pronouns - It and That
• Contractions - Can't and T...
64
LIWC: LINGUISTIC INQUIRY
AND WORD COUNT
Liwc.net
65
FUNCTION WORDS
Provide a window to the
mind because they are
connected to our social
behavior at a neural level
66
67
68
69
70
71
SO WHAT DOES ALL THIS MEAN FOR US?
Audience understanding
Matching benefits and language
72
73
74
75
76
77
78
79
80
81
5 KEY TAKEAWAYS
82
1. use nostalgia
83
84
85
86
2. know context
87
88
89
90
91
92
3. be interesting
93
94
95
96
97
98
99
4. have fun
100
101
102
103
104
105
106
5. use tools
107
108
CONTINUE THE
CONVERSATION
WITH US
THANK YOU!
@CurtMunk @webjanet
Share your examples of
great words on our Tumblr
http...
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Do Words Matter?

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Janet Barker-Evans and Curt Munk presentation for the 2014 Shopper Marketing Summit

Published in: Business
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Do Words Matter?

  1. 1. 1 DO WORDS MATTER? March 26, 2014 Janet Barker-Evans & Curt Munk
  2. 2. 2 http://bit.ly/1h6KbRm
  3. 3. 3 “I wrote the same, but different words.”
  4. 4. 4
  5. 5. 5 =+AUDIENCE ENVIROMENT context IT’S ABOUT USING THE “RIGHT WORDS” =+BRAND BENEFIT content
  6. 6. 6 “I don’t care what it says, it just has to have appetite appeal.”
  7. 7. 7 “Just use the headline from the print ad.”
  8. 8. 8
  9. 9. 9
  10. 10. 10 WORDS HAVE INCREDIBLE POWER Hurt or Help Build Trust, Inspire or Promote Focus on Commonality or Divisive Elements Sell or Alienate Confuse or Clarify
  11. 11. 11 AS MARKETERS, WORDS ARE OUR BEST BET…
  12. 12. 12 In reality, people respond to emotion first, and reason last..
  13. 13. 13 DECADES OF COPY TESTING… Perception Experience Memory
  14. 14. 14 It’s: Feel, Think, Do Not: Think, Do, Feel
  15. 15. 15 5 THINGS THAT MATTER
  16. 16. 16 #1: NOSTALGIA WORKS!
  17. 17. 17
  18. 18. 18 NOSTALGIA • Thoughts evoked by nostalgia are not always positive • However, "yearning for yesterday" as a message is more effective than not connecting with nostalgic thoughts
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23 #2: CONTEXT MATTERS, A LOT!
  24. 24. 24 CONTEXT MATTERS! "MESSAGES ARE NEVER THE SAME FOR ALL RECIPIENTS BUT FILTERED BY NEEDS, CONDITIONS, SUBCULTURE, AND USAGE"
  25. 25. 25 =+AUDIENCE ENVIROMENT context =+BRAND BENEFIT content
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30 POWER WORDS REALLY WORK, PROVIDED THEY AREN'T WALLPAPER IN YOUR CATEGORY • New • Improved • Free • Time-tested • Doctor Recommended • Scientific • Miracle • Now…
  31. 31. 31
  32. 32. 32 Child Mother Daughter Family Husband Marry Friend Feel Date Love
  33. 33. 33 Man Guy Sex Marry Romantic Love "Real Man" Cancer Anxiety Eat Freckles
  34. 34. 34 The words Judges use in opinion reflect their hierarchy in the appellate system… Cautious Words Hedging Seem Tend Suggest Assume Probability Usually • It could be the case that… • It might be suggested that…
  35. 35. 35 “Just use the headline from the print ad.”
  36. 36. 36 #3 - INTERESTING OFTEN BEATS SAFE
  37. 37. 37 THE NEW "INTERESTING" ADVERTISING WORDS • Luxurious • Decadent • Sugary • Sexy • Exquisite • Bitchin' • "I" • Solid • Nourishing • Brown • Well-molded • Sustainable • Post-consumer • "We"
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45
  46. 46. 46
  47. 47. 47 #4 - LANGUAGE EVOLVES
  48. 48. 48 CREESE CRANCH PROBANG PORLAN OCTANDRIOUS COMPLEMENT-FIXATION SNOLLYGOSTER WORDS YOU'LL NO LONGER NEED, APPARENTLY
  49. 49. 49 “Incubus”
  50. 50. 50
  51. 51. 51 SOME WORDS ARE BANISHED BECAUSE THEY ARE OVERUSED…
  52. 52. 52 Selfie Twerk/Twerking Hashtag Twittersphere Obamacare
  53. 53. 53 WORDS & EXPRESSIONS WE LIKELY DON'T MISS… Fiscal Cliff (2013) Occupy (2012) Mama Grizzlies (2011) "Friend" as verb (2010) Bailout (2009) Perfect Storm (2008)
  54. 54. 54 http://bit.ly/1ixGxje
  55. 55. 55
  56. 56. 56 "amazeballs"
  57. 57. 57
  58. 58. 58
  59. 59. 59 #5 – WE HAVE GREAT NEW TOOLS TO GET OUR WORDS RIGHT…
  60. 60. 60
  61. 61. 61
  62. 62. 62
  63. 63. 63 FUNCTION WORDS MATTER • Personal Pronouns - You and My • Impersonal pronouns - It and That • Contractions - Can't and They'll • Articles - The and An
  64. 64. 64 LIWC: LINGUISTIC INQUIRY AND WORD COUNT Liwc.net
  65. 65. 65 FUNCTION WORDS Provide a window to the mind because they are connected to our social behavior at a neural level
  66. 66. 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. 70
  71. 71. 71 SO WHAT DOES ALL THIS MEAN FOR US? Audience understanding Matching benefits and language
  72. 72. 72
  73. 73. 73
  74. 74. 74
  75. 75. 75
  76. 76. 76
  77. 77. 77
  78. 78. 78
  79. 79. 79
  80. 80. 80
  81. 81. 81 5 KEY TAKEAWAYS
  82. 82. 82 1. use nostalgia
  83. 83. 83
  84. 84. 84
  85. 85. 85
  86. 86. 86 2. know context
  87. 87. 87
  88. 88. 88
  89. 89. 89
  90. 90. 90
  91. 91. 91
  92. 92. 92 3. be interesting
  93. 93. 93
  94. 94. 94
  95. 95. 95
  96. 96. 96
  97. 97. 97
  98. 98. 98
  99. 99. 99 4. have fun
  100. 100. 100
  101. 101. 101
  102. 102. 102
  103. 103. 103
  104. 104. 104
  105. 105. 105
  106. 106. 106 5. use tools
  107. 107. 107
  108. 108. 108 CONTINUE THE CONVERSATION WITH US THANK YOU! @CurtMunk @webjanet Share your examples of great words on our Tumblr http://WordsInAction.tumblr.com Find this presentation at: http://bit.ly/dowordsmatter

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