The Power of Words to Create Worlds

If you’re a business owner or a marketer, your success depends on how well you can convey how your product or service will improve the life of your customer. In essence, you’re creating a world where they benefit from your product or service to show them what’s possible.

Words have resonance. We need to ensure the worlds we create with our words connect with the people who need what we offer. I’ll touch on the philosophy, the art, and the science of the expression “words create worlds.” Then I’ll discuss the reasons why intentionally choosing the words we use to communicate matters for the success of our business.

Different philosophers originated the phrase “words create worlds,” but now coaches, therapists, consultants, and professors often use the phrase in their work on the importance of language and conversation.

Growing up, I experienced the power of words to create new worlds through the stories I read. From Alice in Wonderland to The Hobbit, I came to believe that words held magic in their power to transport us.

I didn’t think about the fact that words made the physical world, as well as the imaginative world, until later. But of course, The Book of Genesis states, “And God said let there be light, and there was light,” and on and on until he created man and woman. Humans continue to name things throughout history, so I think we can agree that words have power.
Psychologists tell us that how we speak to ourselves and others influences our thoughts, beliefs and actions, which shape our perception of the world. It’s not magic, it’s science.

As a marketer, I’m fascinated by science. Especially the kind that allows me to help my clients. Whether you lead a business, a nonprofit or a marketing team, you create worlds with your words. So it makes sense to be intentional about the words you choose.

Did you know that we face 35,000 decisions each day, and our attention span is only 8.24 seconds? So let me emphasize that choosing the right words in our communications matters more than you might think.

Our words have the power to attract or repel potential customers. Selecting the right words in marketing goes beyond linguistic proficiency, which describes a person’s ability to use a language for real-world purposes; it also significantly impacts a company’s success. That’s where art meets science.

One of the main reasons selecting the right words matters in marketing is that it creates a compelling narrative, a story that brings the reader or listener into your world. Words evoke emotions and build connections. A well-told story can resonate with your audience and create a memorable, positive impression.

To do that effectively, we want to choose words that speak to the desires, aspirations and challenges of the people we want to reach in order to build deeper connections. To do that, you must listen to your audience, especially your customers. Talk to them and ask how they thought about their problem before they came to you. Listen to the exact words they use. Note them. The more people you interview, the more you will see common words and terms. You should use those words and terms in your marketing.
Trust forms the cornerstone of any successful business relationship. Your choice of words in marketing plays a significant role in establishing trust with your audience. Since consumers are growing increasingly discerning and skeptical, messages that make grand promises or confuse only prohibit trust.

You want to communicate using words your clients use to help create confidence in your brand. Use your words to project honesty, integrity, and a genuine commitment to meeting customer needs, and you will build trust.

Also, think about words that differentiate you (your unique value proposition). What combination of benefits, skills and experience do you possess? In a saturated market where numerous products and services compete for our attention, differentiation helps cut through the noise to reach customers who face overwhelming choices.

Part of the reason these techniques work is that they provoke emotion. Human beings are emotional creatures, and successful marketing taps into these emotions to drive consumer behavior.

We want to drive consumer engagement to connect with the people who will benefit from our products and services. By understanding our customers, we can tailor our messages to create authentic connections. This is called emotional resonance, and it helps make our ideal customers more likely to engage, make purchases and become advocates for our brand.

Think of your words as the colors in a beautiful painting. Each one evokes a feeling, and altogether they tell a story.

A painting is a world on canvas. A book is a world created by words. So is your marketing when you do it well.

Choose words that evoke a feeling, demonstrate your uniqueness, reflect the goals of your ideal prospects, and invite them into your story, and you will create a world they want to be part of.

Just remember to invite them in.