Word Of The Month--Entrenched
Big words are fun!
Recently, I was reading a marketing agency’s pitch for themselves.
It made me scratch my head.
Among the first things they say is, “When you want a new marketing firm, it’s important to look for an agency that is entrenched in all aspects of your industry, approaching every project from a fresh perspective.”
Here’s the good news: they start by talking about me instead of about themselves.
They realize the most important person in the equation is the prospect.
The bad news is, they clearly don’t know what they’ve just said.
If they did, they wouldn’t have said it.
I know what they mean to say.
But if they knew what their words really mean, they’d realize it’s not what they mean at all.
Being entrenched is a bad thing.
According to Oxford Languages, the definition of “Entrenched” is “of an attitude, habit, or belief that is firmly established and difficult or unlikely to change; ingrained.”
In other words, here’s what the marketing agency is saying…
“Look for a guy who is resistant to new ideas so you can have new ideas!”
And by that sentiment, we have another example of how simple ideas are often best expressed simply.
Wanting to write well is good. Not knowing you’re writing bad is a problem.
When your business is communication, you need to know the words you’re using mean what you think they mean.
Writing about a bad thing as a good thing in a sales pitch looks silly.
It could cost big money.
Granted, water finds its own level.
Someone out there could read that line and think, “Hey, that’s for me!”
But look where we are now.
We're talking about the problem with the word instead of about the intent.
Knowing what your words mean is a good idea.
Being word aware matters.
Checks and balances are useful.
Sometimes it's having someone read what you’ve written.
At the very least, using a word that is in any way questionable ought to be questioned. Ask Google. Or Jeeves. Or somebody.
Questioning my own usage has saved my pork belly more than once, and I ended up cooking bacon instead.
Your Lean, Mean Creative Director in Park City
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Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so.