Lately, I’ve been questioning whether the words we use actually mean what we think they mean — or if subconsciously we use them because we think they sound good.
When I first started professionally writing, I fell into the trap of reaching for words that were vogue–on trend, current, relevant, buzzy–partly because it made me feel relevant but also because it got the job done. I understood enough about the industry to recognize which words would be exciting, but that isn’t the point, is it?
The point–and I’m speaking now about copywriting–is to connect and persuade the buyer.
So, why settle for less?
A particular word has been glaring back at me as of late–”performance”–and this is due in part because of Kalyl, Creative Copywriter of Words Hurt continuously challenging the way I view words, meaning, and expression–and so I bit.
How I might have used “performance” in the past:
In a sentence, “For founders tired of performing certainty while privately questioning every decision.”
At a glance, the point is made. But what am I trying to say? Is performance the correct word?
Let’s investigate:
What does “performance” mean?
Performance is defined as the execution or accomplishment of work, feats, or actions.
By that definition, performance could be an honest expression of someone’s internal state.
If we are half-heartedly skimming, “performance” works fine. It’s adequate and conveys the point enough to make sense. But what I mean to say is: they are pretending to be sure of themselves. They are feigning belief in themselves and their capabilities. They are faking it.
The glimmer of the word merely sparkled in my eye, distracting the logic that “performance” is an outlet, a means, a tool.
Investigating my own work and while performing audits, I’ve found myself using this practice to further hone my own comprehension of words and flipping *virtually* through the dictionary to find its true meaning.
For example:
When you say: “Systems that allow clients to regain clarity and momentum”, what are you referencing?
Let’s investigate:
“Clarity” is the quality of being coherent, or transparent, and admittedly, it’s the one word I find the most difficulty replacing due to its straight-to-the-point nature already.
But what can be used with this currently vogue word is embellishing on the point by adding clarity of what.
Thought?
Direction?
Decision-making?
Messaging?
Priorities?
Sometimes the fix isn’t swapping the word, it’s completing the thought.
Not just:
“clarity”.
But:
“…clarity around their next decision.”
“…clarity in their positioning.”
“…clarity about what to say and who to say it to.”
The art of saying what we mean is an interesting practice because – in my opinion – we are clouded by what we think we should be saying or what we think sounds good.
Discernment has its place but when it comes to writing for the sake of connecting to a particular audience for a particular reason, it’s best to say it as it is.
Simple, direct, and with one hundred percent certainty you are saying what you mean.
Words are the vessel for expressing what we mean.
And as a writer, I take this incredibly seriously. It’s my job to push back on my own grasping of what I think something means, to challenge it with, “are you certain?”
To push further with, “Is this the best way you could say this?”
Like with all things meant to be, it’s felt when it clicks.
One final push, and that is the importance of choosing words strictly for their meaning, and not for their shiny appeal. The harm with that, besides the obvious misuse of the word, is that when that word is no longer in fashion, your point will also be mute.
Okay, that’s dramatic. But truthfully, your point is (likely) important. So give it the courtesy and respect it’s due by asking yourself: does this mean what I think it means?
And more importantly: Does this mean what I want it to mean?
If this got you thinking, I’d love to know:
Which words have been tugging at your brain lately?
The ones you use often…
but aren’t quite sure do your message or offers justice anymore.
And if you want to read more about words that could be flatlining your copy, this post dives in and offers powerful alternatives to currently trending overused words.
Happy writing!
P.s. I offer copy audits for service providers and entrepreneurs who want a second set of eyes on their words–pinpointing missed meaning, vague phrasing, and opportunities to make your message sharper and more compelling. If your copy sounds right but doesn’t feel right, this is usually why.
