Do We Understand The Magnetic Power Of Words In The Age Of COVID-19?

Who amongst us is tired of the phrase ‘unprecedented times’ to describe the world in which we all currently live? I know I am… because I have heard it used relentlessly and repeatedly across the UK media. As a result, it has caused me to pause and reflect on a concept which I call the ‘magnetic’ power of words in our language. As leaders and influencers, our role with our messaging is to engage, connect and ‘reach’ our audience. Our job is to secure a specific decision, action or commitment as a result of what we say.

So, what do I mean by the ‘magnetic’ power of words? Quite simply, as the audience we seek - and find - specific words or phrases in the language of others which have a special relevance to us. It is these words which elicit a unique reaction or connection for us with the message we have just heard, and it is these ‘magnetic’ words to which we are drawn, and around which we form our overall engagement with the message. It’s a classic example of what I call being skilled at ‘emotional leadership’.

Unfortunately if a word or phrase is over-used, such as ‘unprecedented times’, then it’s easy to start rolling our eyes, mocking the lack of originality in the message and - maybe - just maybe - become faintly irritated by a growing feeling of being patronized and not fully understood.

All governments in these coronavirus-ravaged times are struggling to communicate their messages effectively. Here in the UK, we have been in lockdown for only a couple of weeks and yet debate in our country grows around ‘the rules’ of lockdown, what is meant by ‘use common sense’ in relation to venturing out for daily exercise, and are we all on the same page with our understanding of government advice to ‘go shopping for food/medicine as infrequently as possible’? My point is that these words and phrases are magnetic. They act as the basis on which we justify our choices and our behaviours - and at the moment - there is a wide variety of interpretation. What is certain is that this ambiguity was not what the UK government intended.

As leaders, the precision of our language has never mattered more. We need to be crystal clear and unequivocal with our messaging and and so examples of ‘weasel words’ to be wary of include:

• ‘Hopefully’ (yikes is that all we’ve got?)
• ‘Try’ (as Yoda says, ‘do or don’t do – there is no try’)
• ‘Ideally’ (according to whose ideal?)
•  ‘Significant’ (in relation to what?)

The list is endless. Our language should be crystal clear, it should ‘reach’ us and we should be changed as a result of it. Our oratory should be filled with positive ‘magnetic’ words that resonate, are strategic and which linger in the memory. How will we know if we’ve been successful? It’s simple. There will be consistency and uniformity of response… and we won’t need to explain, then re-explain, then re-work what we said to be clearer.

So, as you consider your next all hands call, group-wide email, or remote meeting, what magnetic words do we need to use to make our message really land?