Why the Right Words Matter in Communication, Lead Generation, and Social Marketing!
Language is a powerful tool. It shapes our message, influences perception, and determines whether our audience listens—or tunes out. My dad used to tell me all the time: Eliminate unnecessary words from your vocabulary.
Sounds simple, right? But the truth is, the wrong words can weaken your message, making it vague, generic, or forgettable. And in a world dominated by content—especially in video marketing—every word matters.
At Stern Storming, ranked as the #1 Viral Video and Local SEO Company in Phoenix, we specialize in crafting messages that engage, convert, and go viral. And today, we’re starting with two words that you need to eliminate from your vocabulary: “most” and “people.”
The Problem with “Most People”
Think about how often you hear phrases like:
- Most people over the age of 40 struggle with this.
- Most entrepreneurs fail within their first year.
- Most people don’t understand how to market their business.
Who are you actually talking to? The moment you say “most people,” you create distance between yourself and your audience. Instead of feeling personally addressed, they start wondering: Am I included in this? or worse, Is this even relevant to me?
When crafting a message—especially in video content—you need to speak directly to one person at a time. Imagine you’re talking to them face-to-face, in their world, in their current situation.
Why “People” is Too Generic
Another word to avoid? “People.”
It’s vague, impersonal, and lacks connection. Consider these examples:
- People struggle with marketing.
- People want to grow their business.
- People fail because they don’t have the right strategy.
Now, compare that to:
- You might be struggling with marketing.
- You want to grow your business but don’t know where to start.
- You might be feeling stuck because no one has given you the right strategy.
See the difference? Instead of talking about an abstract group, you’re speaking to a specific individual. This shift makes your message more engaging, more relatable, and more likely to drive action.
The Power of Speaking Directly to Your Audience
When I make a video, I make it for you—not for “most people.”
You might be watching this on your phone during your lunch break. You might be on a bus heading home from work. You might be winding down for the night, scrolling through content before bed.
No matter where you are, I’m talking to you.
When you use words like “most” and “people,” you dilute your impact. But when you remove them, you create a direct connection with your audience—making them feel like the message was crafted just for them.
Words Shape Perception – Especially in Video Marketing
At Stern Storming, we understand that every word counts in video marketing and SEO. The words you use in your video scripts, captions, and website copy directly affect your visibility, engagement, and ultimately, your conversion rate.
Google and YouTube’s algorithms prioritize engaging content—videos that keep viewers watching, commenting, and sharing. If your language feels vague or uninspired, your audience won’t connect, and your engagement will drop. But when you speak directly to one person, your content becomes more personal, compelling, and shareable.
Practical Tips: How to Reframe Your Messaging
Ready to level up your communication? Here’s how:
- Replace “most people” with “you.”
- Instead of: Most people struggle with SEO.
- Say: You might be struggling to get your website ranked.
- Get specific.
- Instead of: People want to grow their brand.
- Say: You want to attract more clients without spending a fortune on ads.
- Visualize one person.
- Speak as if you’re talking to a friend, a client, or someone sitting across from you.
The Stern Storming Approach to Viral Content
At Stern Storming, we specialize in helping businesses create viral video content that captures attention, builds trust, and drives action. Our approach focuses on:
- Strategic messaging: Crafting scripts that speak directly to your ideal audience.
- High-impact visuals: Creating videos that stand out in a crowded digital space.
- SEO-driven content: Optimizing videos for maximum visibility and engagement.
By eliminating weak words and replacing them with powerful, audience-focused language, you can instantly boost your impact—whether you’re creating videos, writing blog posts, or delivering a pitch.
What’s Next? More Words to Eliminate
We’re just getting started. There are more words you should eliminate to make your messaging stronger, clearer, and more persuasive.
Stay tuned for the next part of this series, where we’ll break down even more words that are holding you back. In the meantime, try this challenge:
Review your last piece of content. How many times did you use “most” or “people”? Rewrite it with a direct, personal focus—and watch how much stronger it becomes.
Ready to transform your messaging and dominate local SEO? Let’s talk. Stern Storming is here to help you create video content that ranks, engages, and converts.