Word Up

To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history, but that we will extend a hand if you are willing to unclench your fist." Barack Obama, 1.20.09

Republicans, Democrats, Independents, Libertarians - whatever your political leaning, I think we can all agree this week that words -- spoken thoughtfully, convincingly and eloquently -- can move people. It's not my intention to debate President Obama's politics but to underscore how a little-known junior senator from Illinois just a few years ago has mobilized millions to attend his rallies, support his campaign and ultimately, elect him to this nation's highest office by not underestimating the power of words.

As communicators, words are the building blocks of everything we do, yet I think too often we don't place enough emphasis on the importance of words. We throw them around without much care. We abbreviate them because we're just too busy or we fail to economize them, diluting their effect. But consider what we could accomplish with a well turned phrase. We could soften up a grizzled reporter with a few kind words about his latest article and maybe make him a bit more receptive to our pitch. We could turn public opinion with a compelling newspaper Op-Ed. We could galvanize consumers to take action with the right communications.

True story. My dad put his name on the waiting list for Giants football season tickets in 1984. Every year, he would call the Giant’s office to see if he was any closer to his prize and every year he was told there were thousands of names ahead of his. Four years ago, my father sat down and wrote a letter to the Giants organization chronicling his experiences as a Giants fan, how he’d cheered them through terrible seasons (many) and championship seasons (fewer). How he’d first watched the team play at the Polo Grounds and witnessed Hall of Fame performances by the likes of Frank Gifford, Rosie Brown and Y.A. Tittle. My Dad word-smithed this letter for two weeks, making sure each word was right. A month later, he received a letter in the mail from Wellington Mara, the late owner of the NY Giants saying how the letter had moved him. I think you know how this story ends but suffice to say that since 2005 my father (and my brother and I by birthright) are the proud owners of NY Giants season tickets.

So, the next time you need to say something, make it count. Don't settle for words that don't work hard for you. Take the time to consider what you're writing and to whom you're writing it. Click on that online Thesaurus. Play around with interesting word choices. Be deliberate about the words you use. Who knows? Maybe you could be our next president or find yourself in Row 19, Section 341 inside Giants Stadium.

MaryBeth Clayton