To explain the importance of words, Mark Twain noted the “difference between the lightning bug and the lightning.”
Great communicators meet people where they are in their own thinking and in the words they use, as opposed to words you use.
One of my least favorite million-dollar words coming from politicians is “unconscionable.” I would guess most people don’t know what this means. So not say “grossly unfair,” “makes your blood boil,” or just plain “wrong?”
Politicians on TV also love the phrase “make no mistake,” followed by something like “this won’t stand” or “we will fight!”
Nobody talks like that. Who goes around the office saying “make no mistake!”
A Washington Post piece cites some taking issue with the words “intersectional,” “equity,” and “Latinx” because they aren’t household words. Half of the Latino population has never heard of “Latinx,” and only 4% use it, according to the Pew Research Center.
On democracy, same issue. A must-read piece by Matt Watkins in the Chronicle of Philanthropy walks through the hazy, intra-movement words used publicly, including “fortifying civic infrastructure,” and “defending democratic norms.” (Watkins provides alternative phrases.)
Moral of the Story
If you use words people don’t know or sound awkward, you’re obviously doing a poor job of advocating, communicating, and connecting with them. They ignore you. Or get confused. Either way, message doesn’t sink in.