“The difference between the almost right word and the right word is really a large matter – ’tis the difference between the lightning bug and the lightning.” Mark Twain
Too many brands forget it sometimes comes down to one misplaced word that can change everything.
So take it from a chance encounter with a friend who had a short with one definite word on it, the same day I had a shirt with a few words on it.
Four words. Two different communications.
This photo example shows the impact of a strong word (“never” in this example) and the change in meaning just from whether it’s put before my shirt with the Nike slogan or after it (we even considered wearing these sterling silver personalized name necklaces with “never” just to add more of an effect).
After the slogan, it reads, “Just do it never” which tells one and all we ain’t never going to do it (whatever “it” is.).
Yet, placed before the slogan, “Never just do it” means something entirely different: never merely do it.
Choose your words wisely.
Especially if you want lightning to strike at least once.
If you found this installment inspiring and valuable, the entire series provides even more starting with #1 (have a Kleenex handy):
- The Power of Words, # 1: Words That Cause Action
- # 2: Speaking with Authority
- # 3: The Power to Transport You
- # 4: Words That Sell
- # 5: Words That Inspire and Unite
- # 6: How to Strike Back with Intelligence
- # 7: How a 10-year-old Boy Saved the World
- # 8: The Pledge of Allegiance Like You’ve Never Heard It (and You’ll Never Hear It the Same Way Again)
- # 9: When Size Does Matter (You Will Not Believe This Packaging)
- # 10: New Animated Video – Helping Words Become Better Storytellers
- # 11: Mexican Coke
- # 12: Weird Al and the History of Typography
- # 13: Robin Williams, R.I.P.