Archive for the ‘writing’ Category

3 Reasons Not to Use “Utilize”

Wednesday, August 12th, 2009

One of my writing pet peeves is overuse of the word utilize. I’m of the mind that utilize can almost always be replaced by use.

I did some research (click here for my google results) on the two words to make sure this post wouldn’t be just a crazy rant, and it turns out the subject is a bit sticky. Experts seem to be divided on when it’s ok to use which word. Some fall on my side of the argument, saying it’s never ok. Some are more flexible, arguing that the words have been used to mean the same thing for so long that they now, in fact, do.

Agreement on correct usage may be elusive, but I it doesn’t really matter. What does matter is the effect word choice has on your reader. And that provides compelling reasons to avoid utilize.

Here’s why I avoid it:

1. Because Communication is Hard Enough The best writers, speakers and communicators know that they are limited by language. They understand that even the best written pieces can be misunderstood, misquoted, and misapplied. So why make things less clear with ‘fancy’ words? Use the simplest words possible to get your point across.

2. Because I Want My Readers to Listen I’ve never met someone who says “utilize” in casual conversation. People who do use it in speech tend to sound rehearsed, and that sets off my B.S. alarm. I switch from active listening to waiting for the inevitable sales pitch. I stop caring about the point, and start looking for ways to end the conversation.

3. Because Writing Isn’t About Words It’s about ideas. We don’t write simply to pass words to each other. We write to communicate ideas. Writing should be transparent, used to create a window into an idea. The clearer we can make that window, the more effective our writing will be.

Want to read some other opinions? Here’s a layman’s conversation about the two words, and here’s one person’s take on what the actual dictionary definition (the denotation for anyone who read last week’s post) is.

The Little English Lesson That Boosted Sales by 200%

Wednesday, August 5th, 2009

What if changing a few words on your website could increase your conversion rate by 200%? It happened to software company 37signals, and you can read the (short) story here.

37signals made a simple change in wording, from the phrase “Free Trial” to the phrase “See Plans and Pricing”. And BAM! 200% uptick in signups. If that doesn’t prove the value of choosing your words carefully, I give up.

Non-Boring English 101 – Denotation vs. Connotation

What 37signals discovered is the difference between denotation and connotation.

Denotation is the dictionary definition of a word. It’s a meaning that we can all agree on. For example, ‘spoon’ is defined as “a piece of cutlery with a shallow bowl-shaped container and a handle”.  Ok, I can agree to that.

Connotation, on the other hand, is all the meaning that an individual ascribes to a certain thing. If someone is an exotic spoon collector, the word may connote things like ‘adventure’ or ‘excitement’. On the other hand, if someone works in a spoon factory, the word may connote things like ‘work’ or ‘fatigue’.

There are cultural connotations as well. As we dig into our culture, we find lots of connotations that are common to large groups of people. A word like ‘executive’ may be defined as “a person responsible for the administration of a business”, but in America it may connote things like ‘money’ or ‘success’.

In almost every case, a word’s connotation has a greater effect than its denotation.

The True Meaning of Free

Free is a word that’s been put through the ringer for decades. There are so many shades of meaning that no one can really be sure what they’re getting when they get something for free. Perhaps it doesn’t cost money, but it does require sharing personal information. Or maybe it requires you to fill out a credit card application, or take a survey. While I would argue that these ‘free’ things are not truly free, they are nevertheless labeled with the word.

And all of this jumble of meaning has made consumers wary. We don’t trust the word. We’ve seen it used disingenuously so often, it puts us on our guard.

The True Meaning of ‘See’

It’s not about what 37signals did by changing their wording. It’s about what they didn’t do.

What they didn’t do was raise the little hairs on the back of our necks. They didn’t make us think twice about clicking that button, wondering what we might be signing ourselves up for. They didn’t set off our internal alarm, the one that rings whenever we see a sales pitch coming our way.

They chose words that made us comfortable and reaped the benefits.

Still think copywriters aren’t essential to your success?

Don’t Write Like a Robot

Wednesday, July 29th, 2009

When I tell people I’m a writer, it usually piques their interest. The follow up question is always “What do you write?” When the answer is marketing copy, the conversation usually ends. “Marketing copy? Ho-hum” they seem to say, wishing they had run into someone more interesting. Perhaps a journalist, or a novelist, or a joke writer for their favorite TV show.

Business writing is considered boring because it’s so often formulaic. It speaks in broad generalizations, vague buzzwords, and tired meaningless phrases. It’s considered boring because it IS boring.

Not only is it boring, but it dooms a business to obscurity. If the copy on your website sounds like the copy on every other website, how do you expect to be remembered?

The fix is this: write how you talk.

If you’ve never spoken a phrase like “offering a broad range of support tailored to meet your company needs”, don’t write one. Say it in your own way.  Say “I offer every kind of help you could possibly want”. It’s personable, it’s engaging, and it shows there’s a real person behind your copy.

You’re not a robot, don’t write like one.