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

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  • It was a lot more than just “different words” that she used. By knowing her audience, recognizing the environment, and understanding the power of words to elicit emotion, she was able to change their impact considerably. The emotion is what makes this so much more successful.
  • Who are you more likely to pick up? If you are a Mom, or have a Mom or miss your Mom – the answer is easy
  • Understanding the context alongside the content helps craft more compelling messages/The same is true when and where we meet our shopper. SO YOU THINK WE ALREADY KNOW THIS? WE KNOW BETTER?? Hmmm…. If that is true…..
  • A client said this to me .This client, who shall forever remain nameless, believed that “Moms see the delicious food and reach for the package.” But that is so counter to what we need to do to attract the right people in the aisle blah blah blah
  • I’ve heard this one too. Defies the medium: print is initimate, I choose to engage, I linger over it. It is also targetted by readership, I know different things about the reader. It’s a very different CONTEXT than in-store or on mobile, etc.
  • We're only using a fraction of the power of wordsOur lessons from being in this business a while, and a few things we see which we think matter
  • "On measuring the power of communications" Bruce Hall, Journal of advertising research, June 2004, pp 181 - 187
  • Reason leads to conclusionsEmotion leads to action
  • "The Power of Reflection: An empirical examination of Nostalgia advertising effects"Journal of Advertising, fall2004 pp25-35It gives us something else to feel when evaluating a messageJANET: Note that the visuals certainly convey nostalgia – but so does the headine. It COULD have said “Mom’s recipes”
  • Legand campaign with sentimental music
  • In-store and tv focus on family time
  • Even in pet food – nostalgia works!
  • Back to our original example – context makes all the difference
  • FPO
  • "When do advertising 'Power Words' work? An examination of congruence and satiation"Journal of Advertising Research, July/August 1993
  • Middle EastHyperbolic language
  • WashingtonUniveristy in STL and Northwestern Univeristy here did a study of Judicial rulings."Higher" judges used less hedging language in their opinions
  • Back to Janet's example – Some brand managers and marketers lack experience – and confidence. So an approved line is better than an unapproved one. Self-preservation is a strong instinct.
  • You'll never do anything remarkable is you're not prepared to be wrong.
  • "The 7 words you can't say in advertising"Steve Simpson
  • Humor isn’t the only thing that can be interesting
  • Most shared IKEA product on social media
  • Using the right word
  • Snollygoster: a shrewd but unprincipled person
  • If you're confused, an incubus is an evil spirit that, in medieval times, would descend upon women and have sex with them. That's right, Reebok was marketing rape shoes.Read more: http://www.cracked.com/article_17686_the-8-most-ill-conceived-product-names-all-time_p2.html#ixzz2vt2clZF3
  • LSSU.edu
  • When we word cloud this out, there isn't a lot in here your grandmother would recognize
  • When we word cloud this out, there isn't a lot in here your grandmother would recognize
  • Fight between who gets credit for the word "Amazeballs"Perez Hilton or Elizabeth Spiridakis - fashion blogger
  • If this topic had a rock star, it would be this man - Dr. James Pennebaker, University of TexasResearch on language use on health and social behaviorHe noticed something interesting
  • Speed daters where language matches were more liekly to pair of than those whose language differesText language is a better predictor of relationship longevity than anything else we do
  • Dead Poets SocietyLook for the "I"
  • "The words that Bind" Discover, Nov 2013Marina Krakovsky
  • "The words that Bind" Discover, Nov 2013Marina Krakovsky
  • This is interestingBut the real value to all of us is to use these types of tool to understand how our brands are being discussed by shoppers and consumers.
  • 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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