Posted tagged ‘Jesus’

What’s A Word’s Worth?

February 5, 2008

Back, about what seems like a hundred years ago, I ran a newspaper rewrite desk that was charged with helping the paper make the transition from broadsheet to tabloid. Because this was a difficult switch for most reporters, the desk used to go through regular training exercises aimed at constantly finding the right word that would resonate with many meanings.

Our model was what, to my mind, was the best sentence ever written — “Jesus wept”. Two simple words that carried immense meaning.

This wasn’t because we were particularly religious — hey it was a newspaper — but because those nine letters resonated far beyond the actual words used.

Using the word “Jesus” instantly brought dozens of concepts to mind: whether you were a close follower or not, you probably knew the story of Jesus, and so could bring many thoughts to the word. Jesus was a leader, a prophet, God, a wise man, a healer, a thinker, a preacher, a miracle worker, etc.

The word “wept” conveyed almost as much. Why did Jesus weep? For us, because we were frailer than he was; because mankind didn’t understand his mission; because the Romans were taking him away to be crucified; because it succinctly summed up the theory of Christianity; or all of the above?

Two simple words that told a powerful story and so were worth far more than their size. And that’s what every marketer and communicator has to keep in mind today.

Back in the day of the transition from broadsheet to tabloid writing the concept of a short story was considered sacrilegious, but rapidly became the norm. And writing has progressed continually since.

We’re now in an era where social networking style of writing is the most common style used. Acronyms, short forms, mobile messaging, flaming, punchy and to the point writing rule. Try using newspaper style in a PR 2.0 press release or a blog post today and you’ll quickly spill out all over the place. Worse, your message will probably disappear into the morass.

Today, when you write (and think), you have to get to the essence all the time. There’s no room for vague and fuzzy; no time or space for bringing in vaguely interesting, albeit extraneous, concepts.

You have to know the worth of every word.

There are so many messages, so much information transferred visually or aurally, so many demands on attention, that there is no room for the big, sweeping style of communication that was once so common. Neither is there room for the kind of fuzziness so favored by corporate communicators whose objective was to obscure more than inform.

In a sense, today, you have to think in headlines and taglines all the time. Or at least in bullet points. Whatever has multiple meanings and psychological triggers.

So, whenever you sit down at the keyboard, slow down and think “Jesus Wept”.

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