“I’m so sorry for your loss” is what most people say at funerals to bereaved family members. We say it because it works for people we’re close to and also for people we don’t know well. Sometimes, though, words are weak — especially words everyone says. Gestures, on the other hand, are strong. A silent hug. A sympathetic frown. A teary, quarter smile. These things often say much more.
Words are not feelings.
As marketers, we often live our lives through words. We type, we text, we speak, we present. The words we create are used to develop pictures, videos, audio and interactive media. But often they are still just words. I’ve noticed a trend in TV drama lately where the best shows cut down on the number of words. Shows where the white space between the words is amplified. It makes our minds work harder. Anticipate. Ruminate. Feel.
Good marketing and marketing communications do not heavy up on useless chatter. Great art director know this. I believe it was James Farley of Ford who said “Great advertising makes you feel something then do something.” Word! (Oops) Peace.