It really does come down to the words

When it comes to the importance of words, Mark Twain noted the "difference between the lightning bug and the lightning.”

The question is what words do your audience need to hear to do the thing you want them to do —not what words do you want to use to sound smart or feel better?  

Great communicators meet people where they are in their own thinking and in the words they use. 

One of my least favorite million-dollar words coming from politicians is “unconscionable.” I would guess most people don’t know what this means. That means you’ve lost them. Why not just say “grossly unfair,” “makes your blood boil,” or just plain “wrong?”

Politicians on TV also love the construction “make no mistake,” followed by something like “this won’t stand” or “we will fight!”

Okay, but nobody talks like that. Who goes around the office saying “make no mistake!”

A Washington Post piece cites some taking issue with the words “intersectional,” “equity,” and “Latinx.” Half of the Latino population has never heard of “Latinx,” and only 4% use it, according to the Pew Research Center.

It makes complete sense if nonprofits and insiders want to use terms like “intersectionality” or “equity” to help get funding or build a constituency. Many professional areas have their own nomenclature.

The problem comes when you expand the net of people you’re talking to. If your goal is to inform, persuade, or mobilize on a bigger scale—the general public or even broad demographics or psychographics—you’ve got to read the room.

On democracy, same issue. A must-read piece by Matt Watkins in the Chronicle of Philanthropy walks through the hazy, intra movement words used publicly, including "fortifying civic infrastructure,” and “defending democratic norms.” (Watkins provides alternative phrases.)

Organizations that don't test the language and framing probably aren't achieving their public advocacy mission, if their goal is to persuade everyday people. If you use words people don’t know or sound awkward, you’re obviously doing a poor job of advocating, communicating, and connecting with them. They ignore you. Or get confused. Either way, message doesn’t sink in.