Each year as we head into the holiday season, DRMTM looks forward to an important reveal: Big Duck’s annual Words to Avoid Glossary. This brilliant list is one of our favorite gifts. As leaders teaching arts and culture brands how to craft bold, human and captivating messages, we appreciate an official volume of jargony, overused or misused words and phrases to point to. And we particularly appreciate how the Big Duck team admits their own guilt in avoiding these words altogether, because we also know from experience how hard it is.
The problem is that jargon and over-used words do nothing to spark a person’s passion or distinguish your place in the arts and culture community. (And yes. Community is on the list.) Sometimes it feels safer to rely on industry buzzwords to convince others that we are doing the right things and are worthy of support. Borrowing some examples from the Glossary, we’d like to suggest a couple of points to bring more clarity, connection and purpose into your messaging.
It’s our better than fruitcake re-gift to you.
Be “Impeccable with Your Word”
Sure, this is one of the Four Agreements. But it counts here, too. Choose carefully and be concise. Check out the Glossary’s example of how the beloved word Progressive falls short.
“We create progressive policies to advance justice,” sounds hollow compared to a statement like, “Our lawyers take on cases that set precedents for stronger health and safety standards in state prisons.”
Take a look at your mission and vision statements with this kind of clarity in mind.
Ask the Deeper Question
Sometimes we have to ask what we really want people to understand and how we want them to respond when connecting with our arts mission. The Glossary uses questions around the recently misused word Devastated (meaning ruined or helpless) to point this out.
So, maybe it’s worth taking a step back and reassessing: Are we devastated, or are we angry? Disappointed? How can we develop more actionable reactions and communications?
We’ve rightfully been sharing a lot of emotion the past couple of years. Is your message overwhelming patrons or encouraging their part in rebuilding the arts?
Here’s another special gift for you. Email us at hello@thedrmtm.com and we’ll personally review some of your brand messaging to instantly improve your connection to the people who matter most to your mission.
Wishing you all a season of sharing, peace and plenty,
Surale + Laura + Cheryl