{"id":70110,"date":"2018-05-18T15:51:13","date_gmt":"2018-05-18T14:51:13","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/words-matter-and-the-telegraph-agrees-with-us\/"},"modified":"2025-03-07T17:17:42","modified_gmt":"2025-03-07T17:17:42","slug":"words-matter-and-the-telegraph-agrees-with-us","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/words-matter-and-the-telegraph-agrees-with-us\/","title":{"rendered":"We believe words matter…and The Telegraph agrees with us"},"content":{"rendered":"

\"\"
\nNot surprisingly, words are something we\u2019re passionate about. And that\u2019s because we believe that words, language and communication matter. The right words can change minds, win hearts and spread ideas. They are the mark of inspirational leadership, powerful stories and memorable campaigns.
\nThat\u2019s the thinking behind a video<\/a> we\u2019ve created that puts this into perspective. Words can motivate you, disappoint you, anger you and make you laugh. But why?
\nThat\u2019s where the beauty of language lies. There\u2019s no hard and fast rule about why one word is better than another. But we all know that some tell the story better because they carry more weight than others, they capture the nuance of a complicated situation or they convey a feeling as well as a meaning. These are the powerful ones.
\nBut it\u2019s not just us who thinks like this. We recently spotted a very similar video<\/a> produced by no other than The Telegraph, and it gave us that fuzzy feeling of confirmation. Thousands of people buy the newspaper because they want to hear what its journalists have to say \u2013 or write, more accurately. We couldn\u2019t help but feel a sense of pride that we share inspiration with this admired institution.<\/p>\n

Same difference<\/h3>\n

Although varying in the examples used, the videos are strikingly similar when it comes to the impact of language. \u00a0Let me attempt to explain.<\/p>\n

History<\/h3>\n

Firstly, history. Both videos hark back to monumental moments in history and pick out a word that best captures them. For us, it\u2019s famous speeches, for The Telegraph, it\u2019s prodigious events that dominated the headlines. Either way, they are key moments that changed lives, and sometimes the course of history. The point is that words make a difference.<\/p>\n

Words<\/h3>\n

Of course, both videos are about words, but what\u2019s significant is that they run through a number of different words for each historic moment before selecting the best one. The difference is that our words describe a feeling about the speech whereas The Telegraph chooses words that were most used during the event. What both say is that some words are more effective than others and the ones you choose can determine how people react to what you\u2019ve said or written. It\u2019s about choosing the words that drill home an idea or stir a certain feeling within the reader.<\/p>\n

Power<\/h3>\n

The sentiment behind both videos is that words have influence over people and choosing the right ones is important. When words are used cleverly, they become more than simply part of a lexicon, and it\u2019s our job (and The Telegraph\u2019s) to use them to our (and our clients\u2019) advantage. For The Telegraph, it is why its readers keep coming back. For us, it\u2019s the core of what we do and how we help clients realise their vision for their brands.<\/p>\n

So what\u2019s the trick to picking the right words?<\/h3>\n

Time.<\/h3>\n

Even writing this blog, I have gone back and changed words to make them better \u2013 or more accurate, inspiring or informative. This process of ruthless revision is instilled in me as a writer, it\u2019s something that we\u2019re trained to do, and it\u2019s a task that takes time. Having the chance to carefully cherry-pick words is the difference between just telling someone something and helping them understand it. And there are no points for guessing which outcome is more powerful.<\/p>\n","protected":false},"excerpt":{"rendered":"

Not surprisingly, words are something we\u2019re passionate about. And that\u2019s because we believe that words, language and communication matter. The right words can change minds, win hearts and spread ideas. They are the mark of inspirational leadership, powerful stories and memorable campaigns. That\u2019s the thinking behind a video we\u2019ve created that puts this into perspective. 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