Whether we know it consciously, or it's going on somewhere in the background, words have a stealthy hand in almost all operations in existence. They are the shadows that cross borders.
When a potential customer is interacting with you via your content, your personality traits are suggested by the type of language you use, the way in which you direct yourself, and subsequently they begin to form an opinion of you. Do you resemble them? Do you seem trustworthy? Are you entertaining?
Not many people pay attention to all the words around them. There's too many other things that distract us. If you are outside, there's a high chance that there is a sea of letters around you. They might be jammed onto a poster, or artfully positioned to title a building. Perhaps there are some calling out for you to take action — 'order here.'
Words are so familiar to us that we almost don't notice them at all. They are like the noise of traffic passing by on the road, or the whirring sound coming from a machine. They become a part of our environment, a part of the scenery, providing a space for the actors to play.
But these words are shaping things in so many ways, with their invisible touch. Of course we see these words. But for them to be truly seen, for them to be inhaled, to take someone somewhere — they need to be felt.
Most of us will not be able to recall over 98% of the words we interact with today. We witness them, but do we actually understand?
Every single interaction a customer has with you will either increase the chances of them spending with you or not. Whatever they read will sway their decision in one way or another, at least slightly. Whether it's in your emails, your VSLs, your social posts, or your web copy, the language you use has an impact on your overall bottom line.
Sometimes, it's the little things that we barely even notice — when a sentence is changed structurally so that the message is given space to breathe, it comes across more clearly. Other times it can be more evident, with rookie spelling errors and grammatical mistakes, or jargon that alienates an audience.
It's hard to put a finger on what it is that makes a voice truly sing, but it's almost inherently clear whether a writer can or cannot write. And brands take advantage of this. They have the funds to hire somebody, or entire marketing teams, with expert skills to make them appear better than they are.
This is a dangerous tool, as it can create false realities that mislead people, or mask flaws. But used honestly — it's the most powerful asset a brand has.
Want your words to actually land? Get in touch.
— Fynn
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