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Introduction
Attitude, audience and added zip were highlighted in September's article on the importance of effective writing in the growth and development of a small business. This month, the focus is on power words. We'll examine what they are, why they are important tools in an entrepreneur's literary arsenal, and when they should be used.
In a literal sense, no word is a power word. All words are abstract things because they represent the idea of objects, not the actual objects. Yet all writers learn early on in their career to differentiate between the meaning of a concrete word also known as a "power word" and the meaning of an abstract word.
The main difference is that a power word defines tangible objects, such as a shoe, a ship or an egg. It can also be a verb or action word that moves a sentence forward, providing meaning and scope. In contrast, abstract words define emotional, intellectual or spiritual states of being. Some examples of abstract words are patience, hope, candor, truth, anger, beauty, negligence, temperament.
The general rule for good writing is to be as concrete as possible. Illustrate your propositions tangibly and avoid vague abstractions. That's not to say abstract words should never be used, as some famous writers such as Abraham Lincoln, Samuel Johnson and D.H. Lawrence frequently used them. Yet I have found that they can cause unnecessary confusion when writing business-related material.
Power words are plain
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Instead of accompany
use go with
Instead of appeared
use looked or seemed
Instead of arrive
use come
Instead of complete
use finish
Instead of manner
use way
Instead of transform
use change
Instead of prepare
use get ready
Instead of possess
use have
Instead of questioned
use asked
Instead of verify
use check
Source: The Canadian Practical Stylist by Sheridan Baker, Ken Ledbetter and Lawrence B. Gamache, p. 317
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Some writers think that using indirect, grandiose-sounding vocabulary strengthens a piece of writing. Nothing could be further from the truth. The more simple and direct a word the better, because it doesn't leave any room in the reader's mind for interpretation. Simple and direct does not mean simplistic or naοve. Rather, it involves the use of non-pretentious vocabulary that means exactly what you intend it to mean.
Power words are active words
Power words are often verbs that drive your sentences forward and pique a reader's interest. The 1999 Canadian Press Stylebook gives two useful examples of how power words can replace passive sentence construction.
NOT: The economy experienced a quick revival.
BUT: The economy revived quickly.
NOT: At first light there was no sign of the ship.
BUT: The ship vanished in the night. (p.135-136)
The power words are "revived" and "vanished." In each case, they support the subject of the sentence (the economy and the ship) and complete the sentence.
Power words are accurate
Power words get right down to the nitty-gritty. For example, rather than writing "Friendliness is the salesman's best asset," replace "friendliness" with "a smile". The new sentence with the power word would read, "A smile is a salesman's best asset." Friendliness conveys a series of things, including generosity, perhaps a twinkle in the salesman's eye or a free gift. But, a smile is a smile is a smile.
Because power words are perceived as dominant and commanding, it is important to understand when to use them effectively. Overkill the use of a particular power word on several occasions (perhaps even in the same paragraph) might be perceived as too aggressive. A caution to readers: there is a danger in using these types of words because a businessperson could be perceived as undiplomatic, aggressive or simply redundant if they are used excessively.
A final point
In general, power words are used in two ways within the text:
- You'll find power words towards the beginning of a written document because that's the first opportunity to impress the reader. If there's any time to shine on a page, it's at the beginning. There is no better time to use strong words to convey a confident and trustworthy persona on the page.
- Power words can also appear in headlines or sub-headlines to hold a reader's attention. Clear and precise subject-verb headlines work best. For example, it is better to write "Top biz-owners hit rock bottom" rather than "Business owners go bankrupt after stock market crash." Hit is a stronger power word than go.
A final note for business owners who would like to begin using power words in presentations, letters or press releases: At first, it is best to use these words or phrases sparingly and to try to weave them gently into your natural written style.
A businessperson should not go out of their way to incorporate them into a letter, because they feel that the presence of a word will enhance their presentation. It might. Then again, if it is used incorrectly, it may add extreme awkwardness to an otherwise satisfactory piece of prose.
Introduction
Power words are plain
Power words are active words
Power words are accurate
A final point
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Elaine Sambugaro is a staff writer with CanadaOne.Com.
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