When I first saw this video, I wondered where all the facts and figures came from. It didn’t take much searching to find the corresponding post on the Socialnomics blog that lists the sources. Lots of interesting tidbits about the size and scope of social media. I think it is safe to say we’ve gotten past the idea that it is a fad.
A positive writing style can pay big dividends
One of the most satisfying aspects of being a writer is having the opportunity to choose from an endless number of ways to express a single thought or idea. And, while there are lots of different ways to say something with the same literal meaning, how you say it is just as important as what you say.
To a large extent, the specific words we choose to express our ideas are what makes the difference between a lousy writer and a great writer. Those choices also reveal a lot about a writer as a person.
For the past year, I’ve put a lot of study into the difference between positive and negative language. Negative language is easy to spot. When you start encountering words like can’t, won’t, doesn’t, shouldn’t, couldn’t and wouldn’t chances are that you’ve taken a turn into negative town – and that’s just a sampling of words from the apostrophized list. There are plenty of others including unfortunately, concerned, disappointed, regrettably and a host of others you can choose from.
Oddly enough, negative words are used to express all sorts of ideas ranging from negative to neutral or even positive. For example:
Even though the above phrases are most often used in a positive way, they still evoke some degree of negativity. And little bits of negativity can quickly add up. Fortunately, for every negative way to say something there is a positive alternative. The alternative might be obvious or it might take a little thought. Here’s how the phrases above can be restated in a positive way:
Technically both sets of phrases say the exact same thing. However, the positive versions somehow seem a little more pleasant and make the author seem more likable. If the objective of the piece you are writing is to position yourself, your company or your product in a positive light, being cognizant of these subtleties can yield powerful results. If you subscribe to the theory that people make buying decisions based on people, you’ll immediately understand why.
As I said earlier, writing can offer some insight into the way an author thinks. I believe that generally positive people tend to write and speak in a positive tone and negative people can’t help but to write in a more negative tone. Given the choice, what type of person would you rather work with?
This concept can be extended into positioning and messaging. Negative positioning employs fear tactics. It tries to explain what a company is by explaining what it is not. It focuses on problems rather than solutions. Positive positioning focuses on benefits and possibility. It inspires.
Some of President Obama’s best campaign speeches took full advantage of positive positioning. The most effective of all was one of the simplest, “Yes we can.” This kind of message struck a chord with a lot of people. It is evident, President Obama’s speechwriters understand the importance of positive language.
Ironically, when he’s not in campaign mode, I’ve noticed that Obama frequently “yes we can” by saying “there’s no reason we can’t.” For example:
“If Brazil can do it, there’s no reason we can’t do it.”
“There is no reason we can’t do this. We are a people of boundless industry and ingenuity.”
“We need a smart transportation system … There’s no reason we can’t do this.”
“It won’t be easy, but there’s no reason we can’t make this century another American century.”
“There’s no reason we can’t create entirely new sectors of the economy.”
“There’s no reason we can’t move just as quickly to pass a rescue plan for our middle-class.”
The “Yes We Can” speech is almost entirely positive and does an amazing job of positioning Obama as unique and inspirational. Some of his more recent speeches have a lot more negative language and make him seem like just another politician which, of course, he is. The contrast is dramatic and does a lot to illustrate my point.
The reality is that using positive language all of the time is not possible. There are also times where using negative language is the best way to express an idea or emotion. It can help you be sarcastic or edgy. Going 100% positive would probably make you come off as an insufferable dork.
However, as a rule of thumb, unless there is a compelling reason to use negative language, my thinking is that positive language is the better choice. Once you become aware of the concept of positive vs. negative language, you might be surprised at how often you use negative language in all types of writing and in your every day speech. If you then purposely write in a positive tone you might be surprised at how much effective your writing can be.
Give it a shot.
This speech is mostly positive and it is obvious why it was so inspirational
This speech uses much more negative language. Politics as usual a.k.a “more of the same”
This picture might be worth two thousand words
I’d like to think that now we are finally done with the social media naysayers who can’t seem to understand its value.
5,000 naked riders in Portland provide a great vehichle for public relations
This weekend, thousands of naked cyclists treated Portland to one of the most awesome parades the town has ever seen. It was glorious. Riders of all ages, shapes and sizes pedaled enthusiastically through the city wearing little more than ear-to-ear grins. Their joy was infectious. It was a spectacular night to be alive.
It became abundantly clear that nude group cycling is fantastically therapeutic – strong medicine for mind body and soul. Even as a spectator sport, it has a lot of value. Screw the Rose Parade – THIS event captures the true spirit of Portland.
Bikes and riders of all shapes and sizes
Better still, this event was about more than drinking beer, riding bikes and letting the night air sweetly caress everyone’s naughty bits. This event was part of the World Naked Bike Ride. These riders were not just revelers; they were activists spreading an important message. And that message – according to the WNBR’s Wiki – has something to do with dependence on cars and oil, body image and self-awareness, community building, peace-of-mind, self-sufficiency, thinking globally and acting locally, less being more, bike safety, saving the planet, reducing vehicle emissions and fueling a revolution. OK, perhaps it wasn’t so clear what the message was, but I’m sure it was important.
After reading through the bikeportland.org blog post and seeing what the riders themselves had to say about the ride, one of the few criticisms raised (aside from a smattering of rude behavior from onlookers and motorists) was the fact that the purpose of the ride wasn’t as effectively communicated to the general public as it could have been. In other words, one of the best public relations stunts in Portland’s history was a tremendous success except for the publicity aspect. Fortunately, this is easily fixed.
Bicycling activist or drunk naked dude?
The NWBR creators deserve serious kudos for starting a movement that has obviously struck a chord with people around the globe. However, from a pure communications perspective, the Website falls short. It is out of date, incomplete and difficult to navigate. Most of all, it lacks clear, concise and coherent messaging explaining what the WNBR is all about and what the rides are trying to accomplish.
The key messages are found on the organization’s Wiki. Alas, they are far from clear, concise and coherent. They are all over the place. They cover every conceivable angle. They don’t tell a story. This is what I like to call “message anarchy.” In this particular case, the most likely culprit is the nature of the Wiki itself – something that invites anyone and everyone to contribute. Big groups are great for brainstorming, but when it comes to messaging, too many cooks will always spoil the soup. At the end of the day, someone has to prioritize themes and do some serious editing and wordsmithing to come up with something meaningful and usable. This is important.
Miles and miles of ear-to-ear smiles
All successful communications campaigns require tight and compelling messaging. With a big grassroots campaign, it becomes even more critical. Key messages need to be something that participants can easily understand, remember and repeat in a clear and consistent way. Effective messaging empowers every member of the group to become an ambassador and spokesperson. And that is the key to spreading the message far and wide.
If you look at the (minimal) regional news coverage from rides around the globe, you’ll see that some reporters saw the event as an attempt to increase awareness and safety and others saw it as an environmental initiative. Others saw it as little more than a party (or a nuisance). This is message anarchy at work.
This weekend, the Portland cycling community provided yet another example of why this small, rainy town deserves the title of Best Bicycle City in America. New York’s WNBR ride boasted 40 riders who were prevented from getting completely naked by the police. New Orleans reported dozens of riders. Chicago and San Francisco drew slightly larger crowds. Portland, on the other hand, had more than 5,000 participants. The police were there in force – not to arrest people for being naked, but to help with traffic and protect the riders.
Portland riders EARNED the right to take a leadership role in this movement. And Portland has the numbers, the passion and the talent to help take the WNBR to the next level locally, nationally or globally.
So, for those riders who wished that the event could have raised a little more awareness for the cause, I’ve provided a few thoughts on things you might want to focus on next year. Obviously, these same tips can be adapted for virtually any similar type of grassroots effort.
1) End message anarchy – prioritize what it is that YOUR ride wants to accomplish. Be specific and concise with your messages. For example:
WNBR Portland is part of a global initiative to remind motorists, politicians and the community at large that:
2) Communicate the message to participants and ask them to spread the word
3) Proactively contact the media. The first step in getting positive and accurate media coverage is to provide reporters with the information they need to craft a compelling story.
4) Engage the community
5) Get Social
While it is unlikely you’ll see my bare butt on a bicycle any time soon, I’m happy to support the cause. Organizers or enthusiasts are free to drop me a line any time.
The image pretty much speaks for itself. This is from a T shirt brought to us from the folks at despair.com. If we can’t laugh at ourselves, at whom can we laugh? Poke around the rest of their Website if you like to look at humorous take-offs on those cheesy corporate motivational posters. I know I do.
