The Impact of Language in Marketing: Words that Exclude vs. Words that Welcome
Words are powerful.
In marketing, the language we choose can either invite people in or unintentionally push them away. While visuals often get all the attention, the words we use are just as crucial in creating a brand that feels welcoming and inclusive. In this post, we’re diving into how language can make or break your connection with your audience - highlighting some common slip-ups and sharing easy tips on how to use words that genuinely welcome everyone.
Why Language Matters
Language isn’t just about getting your message across; it’s about building connections. The words you use in your marketing reflect what your brand stands for, and they can have a big impact on how people feel about your brand.
When your language is inclusive, it resonates with more people and helps build trust and loyalty. On the flip side, if your language is exclusionary - even by accident, it can make your audience feel left out or misunderstood. That’s why it’s so important to be mindful of the words you choose.
Example:
Take something as simple as “salesman” vs. “salesperson.” “Salesman” assumes a specific gender, while “salesperson” is gender-neutral and more inclusive. It’s a small tweak, but it makes a big difference in making everyone feel included.
Words That Exclude: Common Mistakes
Even the most well-intentioned brands can fall into the trap of using language that excludes or misrepresents. Here are some common mistakes to watch out for:
Gendered Language: Using terms like "guys" or "chairman" can unintentionally exclude those who don’t identify with the implied gender. These phrases may seem harmless, but they carry the risk of alienating parts of your audience.
Ableist Language: Everyday phrases like "turn a blind eye" or "lame" can be offensive or alienating to people with disabilities. Using these terms perpetuate stereotypes and can make your brand seem insensitive.
Cultural Insensitivity: Idioms or phrases that don’t translate well across cultures, or that carry unintended connotations, can cause confusion or offense. For instance, using phrases that are deeply rooted in a specific cultural context might not resonate (or could even backfire) with an international audience.
Why It Matters:
Language that excludes not only limits the reach of your marketing but also undermines the trust and connection you’re trying to build with your audience. In today’s diverse and global market, inclusivity is key to success.
Words That Welcome: Tips for Inclusive Language
Now that we’ve talked about some common pitfalls, let’s look at how you can make your language more inclusive and welcoming:
Gender-Neutral Terms: Instead of saying "guys," try "everyone" or "team." Swap "chairman" for "chairperson." These small changes help ensure that everyone feels included, no matter their gender.
Respect for Pronouns: Normalize asking for and using correct pronouns. Including pronouns in introductions or email signatures is a simple way to show respect and inclusivity.
Mindful of Abilities: Avoid ableist language by choosing alternatives that don’t rely on physical abilities. For example, instead of saying “Let’s walk through this,” try “Let’s go over this together.” These small shifts can make a big difference in how welcoming your language feels.
Why It Matters:
Inclusive language doesn’t just prevent people from feeling excluded - it actively invites more people to connect with your brand. By being thoughtful about your word choices, you can create a more welcoming and inclusive environment for everyone.
How to Audit Your Content for Inclusive Language
Making your language more inclusive is an ongoing process. Here’s how you can review your existing content to make sure it’s as welcoming as possible:
Review Your Copy: Go through your website, social media posts, and marketing materials with an open mind. Look for any gendered language, ableist terms, or culturally insensitive phrases that might have slipped through.
Use Tools: There are some great tools out there to help you spot non-inclusive language. Grammarly offers tone detection and suggestions for inclusive language. Hemingway Editor can help you simplify and clarify your language, making it more accessible to everyone.
Get Feedback: Sometimes, it’s hard to see our own blind spots. Consider asking coworkers, friends, or even members of your target audience to review your content and give feedback on its inclusivity.
Make Adjustments: Based on your audit and the feedback you receive, make the necessary changes to your content. This might involve rephrasing certain parts, adding pronouns, or rethinking how you address your audience.
Why It Matters:
Regularly auditing your content ensures that your brand stays inclusive and welcoming. It’s not just about fixing mistakes, it’s about continually improving how you communicate with your audience.
Conclusion:
The language you use in marketing has a huge impact on how your brand is perceived. By avoiding common mistakes and making a conscious effort to use inclusive language, you can create a more welcoming environment for everyone. Remember, inclusivity isn’t a one-time project—it’s an ongoing commitment to making your brand better and building stronger connections with your audience.
