Don’t Think Words are Important? You’re F*cking Wrong
Now you're reading. OK, hear me out. Or rather, read me out. Words matter. When it comes to branding, marketing, reaching out to customers and actually engaging people, you’re gonna need to use your words. Yes, your logo is rad and everything, but when people need more. Tell me about your product, tell me about your company, tell me about YOU - that is what moves people to action. Don’t believe me? Read on. Although, fair warning: there will be few, if any, pictures.
Kodak
Yes, the people who made cameras and film. Before we all carried around tiny digital phones in our pockets, Kodak managed to sell cameras to folks who had no idea what they were or how to use them. Their main products - cameras and film, obvi - suggest they are a highly visual company, right? Yes, but their first ad (and subsequently some of their most memorable ads) relied heavily on words.
In the late 1880s, Kodak founder George Eastman came up with the slogan, "You press the button, we’ll do the rest.” Essentially selling the novelty and ease of use to regular folks. Read that again…by making it sound easy, he sold the idea of cameras to people who didn’t know anything about them. Rad, right? Oh, and it was the words that sold it because the ad is an absolute mess, look it up.
About 100+ years later, Kodak struck again with a new slogan for some TV ads highlighting their digital products, innovations in film, and camera technology. While the ad looked amazing, it didn't effectively convey the meaning of the new technology and products. Then it ended with three words: "Take Pictures…Further," It was an absolute baller move—an unexpected, incredible play on words that sold the tech and made people want to buy.
See what I mean? Kodak, famous for bringing actual pictures and cameras to people, used WORDS to talk about their products in a way that conveys meaning beyond just the product. TLDR: a market-leading, billion-dollar, super visual company used the right words to enchant customers, sell products and talk about new technology.
Side note: Kodak had a bunch of other great slogans over the years and even managed to get into the zeitgeist of the time with "Kodak Moment." It's worth a Google.
Still not Convinced? OK, How About These Words:
Dad Jokes: What other words could possibly elevate the lazy pun to rock-star status? Dad jokes never fail to elicit a response, usually a groan.
Swear Words: Frankly, some of my favorite words. And if you think words don’t really matter, think about when you hear a kid swear. Usually leads to a giggle or panic.
Any Word that starts with “the”: Words so bad you dare not even utter them. You can’t call the F word or the C word unimpactful.
“Trigger” Words: Ever been on a heater of a doomscroll and run into a word with * or ** in the middle? It’s because some words are so powerful that we risk causing distress to anyone reading. Think about that…there are words that are so powerful that we can’t even type them.
Song Lyrics: I’ll bet you $1 that your favorite song is not your favorite because of the protracted drum solo (Phil Collins’ “In the Air Tonight” being the only obvious exception). It’s the lyrics. How many times have you turned to those lyrics to move and motivate you?
Gross Words: I’ll bet you another $1 that you get skeeved when you hear words like “moist” or “ooze” or “phlegm.”
So, What’s My Point?
My point is that words can be super duper powerful. And they are critical if you’re trying to tell your story and/or sell stuff. Use words to break it down and make it obvious. You need to be able to tell people what you’re selling; you need to make it sound cool, and you need to make people want it. I can help. I’m super cool, trust me.
No way around it; you need words. Moreover, you need good ones carefully selected and lovingly put together by someone who gets you. That could be me. Yes, the robot knows words, and it loves to spit them out at you for free, but it doesn't love them like I do, and it doesn't care about you and your brand like I might.
Did I mention that you need words?