The Magical Power of Language

Funny things, words.

Two very different events of the past couple of days prompted that little thought:

Firstly, the release of the 15 'hostages' who had been held in Iran. Secondly, last night's Doctor Who...

I hadn't given so much thought to the good Doctor, but last night's episode was all about the power of words. Using Shakespeare, no less, as the prime example (and his words as a Weapon of Mass Destruction), Doctor Who saved the human race and lost what might have been Shakespeare's greatest play, while simultaneously revealing the identity of the Bard's 'dark lady'. All great fun, and with loads of knowing references and wonderfully incongruous language.

Meanwhile, back in the 'real world', a more subtle, and perhaps sinister, example of the power of words. Did anyone else notice how readily the 15 British captives were described as 'hostages'? They could just as accurately have been called captives, prisoners of war or the wrongfully arrested (or rightfully arrested, depending on exactly where they were captured).

But prisoners of war are combatants, guilty in some eyes of complicity to commit acts of war. Arrested people are often thought to be guilty until proved otherwise. No, these people had to be seen as innocent victims, pawns in Iran's political and diplomatic manoevrings. The word 'hostages' creates immediate associations with Terry Waite, Brian Keenan and all the victims of kidnapping and murder in Iraq and elsewhere.

It's not for me to judge the truth, simply to point out how the choice of one word, when there was a choice of several other words and phrases, was enough to slant and shape opinion in the 'desired' direction.

It's what writers and copywriters do, too. Words have meanings which are often apparently interchangeable but they have connotations and associations which are not. 'Cheap' might be associated with 'nasty', while 'inexpensive' sounds more like value for money. 'Hurry' might make you rush to order, but 'rush' is what we'll do with your delivery. ('Rushing' is far too much like hard work.) A 'pundit' will sell you tips, while a 'guru' will give you guidance, etc, etc.

If you'd like to slant opinion in favour of your product or service, it's essential that you give full attention to the words you use to describe it. Not just to describe it accurately but to imply as many other positive attributes as you can, especially how it will transform the lives, fortunes, comfort, wealth, etc of anyone wise enough to buy it.

Otherwise, hire someone who can do all that for you. Like us for instance. We can't promise you Shakespeare* but we can promise to demonstrate the power of words.

Funny things, words. And wonderfully powerful in the right hands.

Roy Everitt, Writing For Results.

PS. For more information on how we can employ the power of words to explode your business, contact Cinnamon Edge here, or phone 01284 753912 during (UK) office hours, or email win@cinnamonedge.com

* But I can write you a Shakespearian sonnet, or any other style of poem you care to name. Click here for details of my poetry writing service, or phone (as above) or email me, roy@wellversed.co.uk now.