Strong words and weak words

In copywriting… 

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Word choice often boils down to strong words and weak words. 

The difference?

Simple:

Strong words put a clear, specific image in the reader’s mind, forcing her to visualize something pleasant or painful, evoking an emotion that affects her thoughts, mood, and eventually, her actions. 

Weak words are more abstract. They don’t conjure clear images — and that makes them less compelling, less impactful and actionable.

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For example…

At G2 headquarters, there are 2 bins side-by-side in the kitchen.

One is labeled MIXED RECYCLING. It’s for plastic bottles and containers, tin, aluminum, and steel cans, all sorts of paper, all sorts of glass. 

The other is labeled LANDFILL. It’s for everything else. 

Notice how the latter doesn’t say TRASH or GARBAGE. That’s by design. Because in this instance, LANDFILL generates an image.

Because when you read it, you instantly see where the can of Coke you just tossed will end up. 

TRASH is abstract. 
GARBAGE is abstract. 
LANDFILL is crystal clear, vivid.

And if contributing to a landfill weighs on your conscience, that word is jarring, painful. 

And that pain forces you to stop, think, and change course. It compels you to throw that can of Coke in the MIXED RECYCLING bin, where it belongs.

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Judge not lest ye be judged.