Marketing Nuances Are Important

When it comes to effective marketing, how we say things can be just as impactful as what we’re saying. Every word choice, phrase, and message is a lever we’re pulling to move our audience—toward trust, connection, or action. Yet, it's also easy to alienate the people we want to reach if we're not sensitive to the language we're using. In this sense, marketing is like walking a tightrope: we’re striving for a message that resonates, not one that isolates.

The Power of a Single Word: A Case Study on “Old” vs. “Older”

I was listening to a radio ad recently, one promoting a clinic for men’s health. The ad ran smoothly until the narrator said, “…so if you’re getting old, visit the [clinic name] now!” The intention was clear—encouraging men to take charge of their health as they age. But as someone who might fall into their target demographic, I had to wonder: did they just call me old?

It might seem like a minor slip, but words like “old” can have a surprisingly strong effect on people’s perception. There’s a subtle yet powerful difference between calling someone “old” and referring to them as “getting older.” While “getting older” is a universal experience that feels natural and even relatable, “old” is a term often laden with negative connotations—rigidity, decline, or even irrelevance.

Offensive vs. Non-Offensive Language in Marketing

This distinction between offensive and non-offensive language is nuanced but critical. While “offensive” is often associated with overtly harsh or inappropriate language, it can also be subtler—like the feeling of being dismissed or misunderstood. This nuance is one of the trickiest to navigate, especially in marketing, because what’s benign to one person may be off-putting to another. Missteps in this area can alienate not just individual customers but entire demographics.

For example, in our work promoting roller hockey, we need to be mindful not to pigeonhole potential new fans. Instead of saying, “For hockey fans who are looking to be more active,” we might say, “For anyone looking to add energy and excitement to their routine.” The former phrase assumes someone is already a fan of hockey, while the latter opens the invitation to anyone curious, new, or ready for something different.

When Small Missteps Add Up

A single word choice, like “old” instead of “older,” may not seem like a huge issue in isolation, but in marketing, every touchpoint with a potential customer builds on the last. Small language missteps accumulate over time, shaping a person’s perception of your brand. If they feel misrepresented or misunderstood by your messaging, they’re less likely to engage. Over time, these subtle disconnects can erode trust, credibility, and ultimately sales.

How to Choose Language Wisely

1. Define Your Audience Clearly: Know who you’re speaking to, their concerns, and their values. The language you use for roller hockey enthusiasts in their teens and 20s will differ from how you might address their parents.

2. Keep Your Language Inclusive: Avoid language that could isolate anyone outside your primary demographic. When talking about age, for instance, “older” keeps the reference more open-ended than “old,” making it feel relevant across age groups.

3. Understand the Emotional Impact of Your Words: Words aren’t just descriptors—they carry emotional weight. Before you finalize your copy, consider how each word might make your audience feel. If you’re in doubt, test the message on a small group or team members to get feedback.

4. Test and Refine Your Messaging: Pay attention to how your audience responds to specific messaging. Are certain groups engaging more than others? Does one version of your copy outperform another in terms of engagement, clicks, or conversions? Small changes can lead to meaningful improvements in response rates.

5. Look for Inspiration in Cultural Trends: Language and culture are always evolving, and effective marketing resonates with what’s current. Consider how broader trends in language might shape your messaging. For example, terms like “inclusive” and “supportive” may resonate with younger generations more than “competitive” or “exclusive” in some contexts.

Final Takeaway

In marketing, words are our tools, and every choice we make is a brushstroke on the canvas of our brand. Nuanced language can be the difference between building rapport with an audience and creating a distance that’s difficult to bridge. As we work to engage audiences—whether in roller hockey or any other industry—attention to detail in our language isn't just important; it’s essential. A well-chosen word can make someone feel seen and understood. And in the end, that’s what drives real connections, loyalty, and lasting success.

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