The language we use to talk to our audiences can make or break our credibility.
And with the disposable income of the over 50s calculated to be a significant catch, it’s worth taking time to think about the right words.
The BBC recently asked its audience about the language that they didn’t like. This was followed up in a major social media group, who identify as Radio 4 listeners who aren’t all middle-aged. (But they probably are.) A vast generalisation is that this audience is reasonably well educated, and while accepting that language evolves, still want ‘good’ English from communicators, that’s not simply a stream of buzz words.
Here are a few of the terms that were mentioned repeatedly as enough to throw your radio out of the window. If they excite that much wrath, they won’t be working to the good in your marketing communications either.
Going forward. First example of an unnecessary complication. Just because it’s used everywhere doesn’t make it right.
So … I’m guilty of this one, but it drives others nuts. Starting sentences, or even completely new topics, with ‘So’ is a habit that can get far too much.
Pre-book, pre-order, pre-prepare. My contribution. Who decided to put that pre- on verbs that are perfectly adequate as they stand? It annoys me enough that if a theatre or bookshop invites me to pre-anything, I don’t on principle, even if I want to. (We mature people can be like that.)
Very unique. It either is or it isn’t.
Quite unique. See above.
Was stood. Was sat. This is the passive voice. That means if I was sat, someone else has sat me there. Otherwise I was sitting. People like me do get very exercised over this, and it doesn’t matter that it’s ubiquitous and the argument is that it should therefore be accepted. It hurts when we see it written down. Admittedly, this does also come under the heading of regional differences, which is a completely different matter.
The verbing of nouns. (See what I did there?) As someone pointed out, ‘medalling’ seemed to become a word at the 2012 Olympics. Now the practice is everywhere, and we don’t like it.
Low hanging fruit. Just one example of phrases that get thrown in without deep thought, and therefore is seen as lazy. It’s also verging on marketing speak, which we don’t want in our consumer communications, thank you very much.
Room 101. Like ‘low hanging fruit’ it’s a contagious phrase that has spread everywhere. Other examples are available.
World beating. Dislike of this one is a criticism of a certain type of politician who thinks all of life is a competition. The danger of anyone else using the term is guilt by association.
World class. I come across this regularly in B2B marketing. Not anywhere as bad is ‘word beating’, but what does it actually mean?
Killer app. What do they kill?
Off of. Uggh.
Literally. Regularly used when the writer means anything but literally. I literally laughed my head off.
Challenges. I was quite surprised that this offended some. We talk about ‘challenges’ in B2B marketing because no one wants to talk about ‘problems’. I have been in the business long enough to remember when IBM said there are no such things as problems, only opportunities. I have no idea if people believed them.
It is hard to use the language of a group of people to which you don’t belong. I do understand. I struggled with writing for millennials on a car insurance project, and had to call on help from some current 20+ friends to take the patronising out of the copy.
It’s important to get the tone right for any audience. Mature consumers can be a demanding bunch, so checking your communications meet their approval is a worthwhile task.
Read more of my thoughts on copywriting for businesses of every size.
Photo by Artem Beliaikin from Pexels.