chrisbrogan.com - Latest Comments in When Should You Use Your Own Language

Re: When Should You Use Your Own Language

Gazman — Mon, 23 May 2011 19:17:53 -0000

Umm, actually I hate it when buzzwords become, well, buzzwords. Terms like 'workshifting' (which I've never heard of until I read this post) represent gobbledygook. So too, 'trust agents' and all those other silly phrases invented by some dude in a dark room. I have no idea what those two terms mean and don't want to know. Just speak and write in plain English. That's the better way to communicate.

Re: When Should You Use Your Own Language

Roneyduan09 — Thu, 19 Aug 2010 03:35:46 -0000

like the space.

Re: When Should You Use Your Own Language

usb flash drive — Mon, 21 Jun 2010 01:35:06 -0000

I think the best use of your own language whenever possible. It's okay to write from the perspective of others or to capitalize on his words if it is to make you aware. As Matt says, you have to find an authentic voice, this is how you stand out and differentiate yourself go.

Re: When Should You Use Your Own Language

Kayseri Web Tasarım — Thu, 15 Apr 2010 21:37:47 -0000

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Re: When Should You Use Your Own Language

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Re: When Should You Use Your Own Language

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Re: When Should You Use Your Own Language

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Re: When Should You Use Your Own Language

Elizabeth H. Cottrell — Sat, 03 Oct 2009 19:37:15 -0000

If the language enhances the clarity of the message to the intended listener, and there is no intentional claim to originality of a term or violation of a copyright, does it really matter whose language it is?

Re: When Should You Use Your Own Language

Will Sloan — Thu, 01 Oct 2009 16:43:31 -0000

When I first read this I saw "When Should You Use Your Own Luggage" and couldn't figure out where this was going until I reread the title. I typically use my own my own luggage for all required occasions. Language on the other hand, I'm not so sure what my language is yet. In the meantime, I like what you have to say so I'll speak it. ;)

Re: When Should You Use Your Own Language

tabithadunn — Thu, 01 Oct 2009 11:54:05 -0000

I love the shared language concept. Part of the reason I love it is because it allows us to share a more complicated concept in short hand. Another reason is the connections the usage of those shared terms make. Good stuff, Chris!

Re: When Should You Use Your Own Language

Guest — Thu, 01 Oct 2009 11:50:37 -0000

Creating tag lines by drafting in the wake of others does evolve the language. Which, for society, is a good thing. The person breaking through the waves, though, often becomes annoyed and ... sues. Ugh.

Trademark litigators live -- and thrive -- in this turbulence. You creative types need to know how that dispute will be resolved. Not the outcome, mind you, just how our system thinks through smoothing the waters. A good court case that clearly explains the process is at http://bit.ly/1mXfSJ . Start at page 8.

Re: When Should You Use Your Own Language

Melanie Morris — Thu, 01 Oct 2009 09:18:41 -0000

As a marketer for a hospice, I'd like to share the value of borrowing another brand's slogan by sharing this short story.
We interviewed an elderly patient as she gave a testimonial on the care she receives from her hospice aide. She said she's "always in good hands with Marliss".
What had been a somber conversation immediately turned to laughter and when we educate about hospice, we can always use a chuckle.
I will use this story as I continue to educate on the benefits that hospice care brings to the terminally ill to show the human side.

Re: When Should You Use Your Own Language

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Re: When Should You Use Your Own Language

jtpedersen — Thu, 01 Oct 2009 08:53:16 -0000

Greetings,

There is one example where use of a preexisting framework is preferable.

Working in the software industry, we had a situation where major competitors were all trying to rush a new feature to market. One of them (not my company) was first to market by more than a year. It was a tremendous lead time, allowing them to begin branding, market penetration, well before we could do more than 'talk' about our own equivalent.

By the time we came to market, the feature was irrelevant. Sort of like everyone having cupholders in their vehicle now. Yet our company persisted in trying to set their own offering as the next industry standard.

We simply looked foolish in my eyes. The race had been won. In the big picture it truly didn't even matter (know the brand of the tire iron in your trunk?). We were better off simply saying, 'yep, we have one too,' and running with whatever the 'industry speak' had become.

Re: When Should You Use Your Own Language

jtpedersen — Thu, 01 Oct 2009 08:38:35 -0000

Hi Jonathan,

You're right. Fortunately when writing, as with a blog, you have the luxury of using links to help provide the explanation. It's like using an acronym. The first time you use TGIF (Thank God It's Friday), you need to make sure the explanation is right there in parentheses.

Fortunately, links let us (if we wish) bypass use of parentheses while adding value to our readers (we've saved them the trip to the dictionary, physical or digital.

JT Pedersen

Re: When Should You Use Your Own Language

carlnatale — Thu, 01 Oct 2009 08:14:08 -0000

You also need to be careful that these terms really mean something to your audience. "Workshifting," "tipping point" and "ROI" may be ubiquitous in the content you read. But if your audience is not in your industry, it's jargon.

Yes, use your own language. Better yet, use your audience's language.

Re: When Should You Use Your Own Language

Macala Wright — Thu, 01 Oct 2009 07:39:10 -0000

I think it best to use your own language whenever possible. It's okay to write from others' perspectives or capitalize on their words if it's the conscious point you want to make. As Matt says, you have to find an authentic voice, it's how you're going to stand out and differentiate yourself.

Re: When Should You Use Your Own Language

ambarishvaidya — Thu, 01 Oct 2009 07:38:41 -0000

Completely agree!!
~Ambarish
INDIA

Re: When Should You Use Your Own Language

Michael Bailey — Thu, 01 Oct 2009 07:27:46 -0000

Just do it.

Re: When Should You Use Your Own Language

zilch — Thu, 01 Oct 2009 03:12:53 -0000

i agree!

Re: When Should You Use Your Own Language

Suzanne Vara — Thu, 01 Oct 2009 00:26:44 -0000

Chris

I see this from the marketer side as well as the brand side. Using a phrase, tagline or something of the like coined by another brand gives the recognition to the other brand. Any time I see a "Got XXX) I say to myself Got to get a new copywriter. Bringing it closer to home, What Happens in Vegas, Stays in Vegas, was brilliant however has become so overused that I think copycat.

On the other hand, when marketers use terms that they learn about, that are not necessarily industry standards, it generally is to show people they are in the know. The caveat to that is that if enough people use the term, it becomes industry standard and if you are not using it then it can be perceived that you are not up to date on what is going on. This is of course if the person or people using the term truly understand what they are talking about and not just spewing out terms to make themselves look smart.

There is a balance and seeing where you fit in is what this comes back to. A brand needs to identify themselves and not copycat where marketers using terms that they understand and make sense is being part of a community.

@SuzanneVara

Re: When Should You Use Your Own Language

Aimee Giese — Wed, 30 Sep 2009 22:51:48 -0000

Interesting post. Though it's almost like telling people not to use the word Kleenex. Sometimes it's just the best way to convey something and everyone gets it. However, I do totally get thebpoint of invoking other writer's nomenclature, and being purposeful about it.

Re: When Should You Use Your Own Language

baby furniture — Wed, 30 Sep 2009 21:51:37 -0000

We really can't blame the marketers if they ride with the popularity. It is their way of gaining customers.

Re: When Should You Use Your Own Language

Lucretia M Pruitt — Wed, 30 Sep 2009 20:53:16 -0000

Given that I know you tend to write well in advance of the curve, the timing of this post is intriguing in that "serendipitous" sort of way... Today's hijacking of the #nestlefamily hashtag to further a different conversation plays into this somehow - I know it.
I'll be interested to see if you address it with relation to this "framing the conversation" even tho it's technically tangential.
Always interested in your perspective Mr. B.

Re: When Should You Use Your Own Language

Patrick Antrim Jr. — Wed, 30 Sep 2009 20:18:03 -0000

Spot on Scott!

I am a big proponent of 'there is no such thing as an original idea, just original executions of the idea'