SOMETIMES THE WRONG WORD IS BETTER. June 17, 2008
Posted by brainactivist in How to sell creative ideas.Tags: branding, selling ideas, using creativity to sell
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Sometimes the right word can throw people off. For example, I often discuss branding, a frequently misunderstood word . So now, instead of talking about branding, I talk about something that can’t be misunderstood. I’ll refer to their opportunity to create a unique experience that would engage their customers and increase sales. This is branding, but it’s more easily understood. It won’t be taken for a discussion about a logo.
When making radio commercials or movies, the sound people will use a different sound that sounds more like the real thing than the real sound. I’m just making this part up, but maybe crunched paper sounds more like breaking glass than the glass itself.
So be creative when you’re presently a solution and put yourself in the listener’s seat. Use words that can’t be misunderstood, even if they’re not the right word. The result will be right, and that’s more important.
