Visualize the Words you Use

A Web Copywriting Tip by Nick Usborne

 

Recently I was discussing with a colleague the difference in impact between the words “big” and “significant”.

 

Imagine them being used like this:

A big increase in revenues.

A significant increase in revenues.

The choice you make between these two words can make quite a difference.

 

The word “big” is very simple, one syllable and communicates very quickly and clearly. Close your eyes and think about “big”. Visualize it. It’s unequivocal.

 

Big is just...big.

 

Now think about “significant”. Four syllables. A more complex word. Close your eyes and try to visualize “significant”. For me, I see a much more confused picture. To me, it’s the kind of word people use when they want to be cautious and non-specific. A “significant” increase could be quite small. It’s open to interpretation.

 

In this case we didn’t use the word “big”. I would have liked to. But we felt that for the tone and feel of the service we were selling, the word “big” painted too simple a picture.

 

I’m not sure we made the right choice, as I always prefer to use simple, short and unequivocal words.

 

And when I’m not sure about a word, I try to visualize it. Seeing the kind of picture a word paints gives me important clues as to how it will be perceived by readers.

 

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