The power of words

They can inspire action, sell ice to Eskimos and spark controversy. They can win elections, blow a pitch, or start an argument in the group chat that lasts a decade. Words can make us fall in love, dream big and give us the ick real fast. And, in our hyper-fast, hyper-online world, they’re everywhere.

In short, words matter.

At Pistachio, it’s safe to say we care about good copy – and this blog is our way of showing you how to make your words work harder.

Let’s start with a true story. American Eagle (yes, we’re going there) recently launched a denim campaign starring Sydney Sweeney (of Euphoria and Glen-Powell-faux-cheating-scandal fame).

Watch here.

Now, in essence, the original copy was good. It was nuanced, short and catchy: “Sydney Sweeney has great jeans.”

But then, someone, somewhere (cough cough probs in the C-Suite) added a “genes” swap to the promo creative.

Fudge knows, but one can only assume that American Eagle had so little faith in their audience that they simply didn’t believe they would get the pun. And just like that, they were no longer in cheeky pun territory; they were flirting with eugenics. Yikes.

Here’s the thing: the original line was fine. It trusted the audience to get the joke. But when they tried to spell it out, it didn’t work. Plus, if you are going to bring genetics to the front and centre (in the middle of a VERY fractious political landscape), maybe don’t pair it with Hollywood’s blondest, bluest-eyed It Girl. One who is widely known to come from a MAGA-supporting, red-state-living family.

It would have taken just two things to save this campaign from the backlash it received:

1. Keep ‘jeans.’ Let the audience connect the dots. They’re not idiots.

2. A nepo baby like Maya Hawke or Zoë Kravitz would’ve landed the same idea better, minus the PR crisis.

Words matter, and so does the context you put them in. Copy and design are symbiotic – when one misses the mark, the whole campaign suffers. And in a world where every campaign slogan is a bad headline waiting to happen, brands can’t afford to be careless.

Let’s talk about good vs bad copy. “Just Do It” is iconic, right? But “Do Sports”? Now that feels like a bit of a threat.

Our favourite movies are no different. “Here’s looking at you, kid” = swoon. It’s a timeless, romantic quote that stands the test of time. Whereas, “Hey Bella, where you been loca?” is now a widely ridiculed meme that poor handsome Taylor Lautner will never live down (but #TeamJacob forevs FYI).

A lot of words technically mean the same thing, but the emotional impact is wildly different depending on how you use them. Why? Because words carry baggage: history, culture, and connotation.

For example, a word like “cheap” might say “bargain” to one person and “tat” to another. And if you want people to act (to click, to buy, to believe in your brand), you’ve got to understand which words will make them feel something – and which ones will send them running.

Before you ask, no, this isn’t just creative psycho-babble BS, the research supports it too:

• Words with positive emotional content are used more often and have a greater impact on mood and memory.
• Negative words, while used less, often carry more information, leaving more room for interpretation (and error) – they must be used carefully.
• Verbalising emotions, whether written or spoken, can improve wellbeing and even boost immune function.

Put simply: the words we use affect our audience and ourselves.

The best copy doesn’t use more words; it just uses better ones.

Remember, your message needs to land – but that doesn’t mean it has to be long.  Here are some key things to consider when writing your next campaign messaging:

Quality over quantity: The best communicators use fewer words, but the words they choose carry more weight because they are delivered clearly and with energy.

Precise and concise language: A broad vocabulary allows for more accurate and precise communication, often making messages more concise and therefore simpler.

Plain language: Avoid jargon – for example, research shows replacing “direct care” with “individual care” is more understandable to most people.

Positive bias: Studies show that words with a positive emotional content are used more frequently.

Negative words contain more information: Despite being used less often, negative words contain more information, as a word’s informativeness increases with a decrease in its valence.

Impact on well-being: The words you choose can impact your feelings and have an effect on those around you. Using neutral or negative words can lead to lower self-worth, life satisfaction, and optimism.

In short: write like a human. Not like ChatGPT in a suit.

Here’s the same advertising concept written in two different ways:

“Our foundation is tradition. Our direction is forward.” vs. “We’re not just part of history. We’re making it.”

Which one do you believe in more? If you want your audience to feel something and engage, it should be the latter.

You might ask yourself the same question about both of the political slogans below.

“Make America Great Again” vs. “Kamala Harris: For the People”

A more pertinent question might be, how did a simple slogan such as MAGA, manage to tap into the zeitgeist and camouflage very dangerous ethics? That, my friends, is quite literally the power of words.

The right words can win pitches. The wrong ones can lose clients, and it’s not just about ads; it’s also your internal comms.

When writing Slack messages, giving feedback, or delivering a brief – tone matters, brevity matters, and yes, clarity definitely matters.

Here are a few things we’ve learned over the years:

Brevity always wins: If you can say it in five words, don’t use twenty.

Research your words: Meanings shift and colloquialisms vary across regions. Headlines that worked yesterday could get you cancelled tomorrow – do the work.

Sleep on it: Your 11pm “genius” is often tomorrow’s cringe. Give your brain a breather and come back to it with fresh eyes. And never EVER send the first draft of an important email; you will regret it.

Words shape perceptions, they build trust, and they drive emotion and action.

So next time you’re writing a campaign, a client update, or even a social caption, ask yourself: Are these words doing what I need them to?

And if they’re not? Well. That’s what we’re here for – get in touch to see how we can help!