Words matter. I love words and I treasure the process of finding the word that is not just good, or better, but the one word that best conveys a thought. In the world of copywriting one of the people I most admire is Michael Masterson. I never miss the Michael Masterson Journal because he truly knows the power of using the best word.
Recently Mr. Masterson wrote a piece about the use of time. He wrote of golden moments (the highest and best use of time) and acid choices (destructive choices…the worst use of time). But then he wrote of “vaporous” choices. What a perfect word for time that is wasted! Vaporous…the word lingers and rolls around in my mind, making his writing memorable. And isn’t that what writing should be? Memorable?
Is there a “best” word for who you are or what you do? Is there a “best” word for your product or service?
Pick two or three words that genuinely describe you, your service, or your product and use them consistently. You will find that your marketing message is much more memorable.
