Many years ago psychologists stumbled upon a strange phenomenon in their studies of memory.
A phenomenon that, at first, disrupted their existing hypotheses.
In order to better understand memory a group of scientists devised a series of tests.
The psychologists compiled a list of words to be shown to an experimental group varying the amount of time for word rehearsal by the participants.
The purpose of the test was to better understand textual retention capacity.
A control list of nonsense words, simple jumbles of letters, was devised to find out to what extent understanding influenced memory.
Much to the surprise of these early experimenters, the subjects showed totally uneven memory retention of individual words.
More surprising, they showed amazingly high retention of the nonsense words.
The explanation of the first phenomenon is fairly obvious.
Words are not simply rational transporters of information.
They do carry emotional charges.
And, therefore, words with unpleasant or threatening associations tend to be suppressed, while words with pleasant associations are more likely to be retained.
However, the relatively high retention rate of the nonsense words proved somewhat baffling.
It was expected, after all, that no one would really remember words that had no meaning.
Interestingly, what these researchers found was that the nonsense words were remembered precisely because they had no meaning.
This meant that the words made no demand on the subject.
The nonsense words were truly neutral.
The nonsense words did not evoke an emotional preference nor an emotional rejection.
What does this mean for marketing communicators? The implications go a long way in explaining why readers are attracted and respond to vivid image-based words over concept-based words.
Image-based words appeal to our senses.
While concept-based words often fail to charm or fascinate the reader.
As an example, a recent Infiniti ad in Fast Company magazine: "Imagine you are headed into a tight corner.
Now imagine having the added agility and confidence you need to help guide you through the corner.
" Compare the image-based words "tight corner" and "agility and confidence" with the more concept-based words-"small area" and "movement with assurance.
" The differences are striking.
Few people are moved to action with words that lack energy.
As a writer you want to use words that possess meaning for your reader.
Therefore, heed the dictum "know thy audience.
" In order to persuade someone, to motivate someone, to sell someone, you really need to understand that person.
So, before writing you may want to prepare a list of image-based words that are likely to resonate with your reader.
Then, communicate with clear and vivid images and you'll capture the hearts, minds, and money of your audience.
Image-Based Words / Concept-Based Words Sweat / Work Hand / Help Root / Source Heart / Commitment Explore / Inquire Rock / Dependable Grow / Produce Journey / Endeavor Frontier / Limit Path / Alternative Clamor / Request Sweet / Agreeable Tranquil / Moderate Dream / Idea Imagine / Think Listen / Consider See / Understand
A phenomenon that, at first, disrupted their existing hypotheses.
In order to better understand memory a group of scientists devised a series of tests.
The psychologists compiled a list of words to be shown to an experimental group varying the amount of time for word rehearsal by the participants.
The purpose of the test was to better understand textual retention capacity.
A control list of nonsense words, simple jumbles of letters, was devised to find out to what extent understanding influenced memory.
Much to the surprise of these early experimenters, the subjects showed totally uneven memory retention of individual words.
More surprising, they showed amazingly high retention of the nonsense words.
The explanation of the first phenomenon is fairly obvious.
Words are not simply rational transporters of information.
They do carry emotional charges.
And, therefore, words with unpleasant or threatening associations tend to be suppressed, while words with pleasant associations are more likely to be retained.
However, the relatively high retention rate of the nonsense words proved somewhat baffling.
It was expected, after all, that no one would really remember words that had no meaning.
Interestingly, what these researchers found was that the nonsense words were remembered precisely because they had no meaning.
This meant that the words made no demand on the subject.
The nonsense words were truly neutral.
The nonsense words did not evoke an emotional preference nor an emotional rejection.
What does this mean for marketing communicators? The implications go a long way in explaining why readers are attracted and respond to vivid image-based words over concept-based words.
Image-based words appeal to our senses.
While concept-based words often fail to charm or fascinate the reader.
As an example, a recent Infiniti ad in Fast Company magazine: "Imagine you are headed into a tight corner.
Now imagine having the added agility and confidence you need to help guide you through the corner.
" Compare the image-based words "tight corner" and "agility and confidence" with the more concept-based words-"small area" and "movement with assurance.
" The differences are striking.
Few people are moved to action with words that lack energy.
As a writer you want to use words that possess meaning for your reader.
Therefore, heed the dictum "know thy audience.
" In order to persuade someone, to motivate someone, to sell someone, you really need to understand that person.
So, before writing you may want to prepare a list of image-based words that are likely to resonate with your reader.
Then, communicate with clear and vivid images and you'll capture the hearts, minds, and money of your audience.
Image-Based Words / Concept-Based Words Sweat / Work Hand / Help Root / Source Heart / Commitment Explore / Inquire Rock / Dependable Grow / Produce Journey / Endeavor Frontier / Limit Path / Alternative Clamor / Request Sweet / Agreeable Tranquil / Moderate Dream / Idea Imagine / Think Listen / Consider See / Understand