Say what you mean and mean what you say

Sometimes we default to our factory settings when choosing our words. We fall back on a familiar but bland vocabulary whose strength has eroded from overuse.

When we apply weak and faded descriptions to content, our real subtext is “We don’t like it.” The problem with that squishy criticism is that it doesn’t provide any useful information for improvement.

It’s the verbal equivalent of a shrug.

If our goal is to create relatable and interesting content, then we need to reinvigorate our vocabulary. In fact, we need to banish the words relatable, boring, and interesting and reframe them with words that pinpoint what’s working and what’s not.

“Crunchy” words produce vivid, precise, and tangible takeaways.

Generic and stale vocabulary leaves too much open to interpretation. Let’s look at two descriptions that need to be retired:

  • Relatablepossible to understand because of being like something you have known or experienced. However, what has your audience known or experienced? How would you know that? The problem with the word relatable is that we cannot answer the question, “relatable to whom and how?”
  • Boring – causing weariness, restlessness, or lack of interest. When we declare content is boring, do we mean it makes us tired and antsy, or that we don’t care about the topic? Is there a way to make an audience care about a topic they otherwise wouldn’t are about?

Well, 19 million viewers cared about carpet cleaning in this video:

@mountainrugcleaning Crazy rug transformation #dirty #carpetcleaning #cleantok #cleaningasmr #asmr #fyp #foryoupage ♬ original sound – MountainRugCleaning

Some could argue a carpet cleaning video is boring and not relatable. But millions are watching. So should we ask if it’s boring and relatable? Or should we focus on the fungible tactics of these videos that draw audiences because they’re addicting to watch?

Crunchy words tell the story more precisely:

  • Fungible readily changeable to adapt to new situations. Are there fungible qualities to ASMR carpet cleaning videos that could improve your content?
  • Addictingproducing a strong inclination to do, use, or indulge in something repeatedly. What is it about these soothing videos that keeps drawing viewers back for more?

When we reframe the language, we can start asking more probing questions. Better questions lead to more specific and actionable answers. Tangible answers lead to content improvements.

You can learn more about how Hook Points can grow your business and brand and speak 1-on-1 with Brendan’s team here.

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