a monthly series of blogs about words and phrases that are commonly used
—but may not be used correctly.
We’ve heard the phrase “words matter” relating to multiple topics recently, and I agree. This is the first in a monthly series of blogs about words and phrases that are commonly used—but may not be used correctly.
Many people emphasize the importance of words. Observations range from the lighthearted (“He can compress the most words into the smallest ideas of any man I ever met.” – Abraham Lincoln) to the serious (“War is what happens when language fails.” – Margaret Atwood). It’s hard to disagree that words have an impact: at best intended but too often unintended.
I’m not trying to be the “word police” because I’m far from being a logophile—a relatively new word to me that describes someone who loves words. But I’m definitely fascinated with words. Each month I will highlight a word that can have power when used correctly, provide examples of how it’s typically misused, and then attempt to correctly apply it to describe a common challenge in business communications.
This month’s word is “Inertia.” Garner’s Modern English Usage points out that “inertia is occasionally confused with a nearly opposite sense, resulting in a malapropism.” People often use the word to mean that they are gaining momentum or that things are happening quickly. I’m sure all of you have heard somebody at work say something like “This project is really gaining inertia and it will be done in no time.”
Gaining inertia is impossible because it is “a property of matter by which it remains at rest or in uniform motion in the same straight line unless acted upon by some external force” (merriam-webster.com/dictionary/inertia).
In business, rather than being a positive action, inertia is actually a barrier that a business must overcome to make progress. In fact, substantial research identifies ways to overcome organizational inertia (e.g., “Leading Organizational Change” www.ecornell.com/courses/leadership-and-strategic-management/leading-organizational-change/).
My clients often come to me because they are experiencing communications inertia. What this usually means is they don’t have time to do any, so it “remains at rest.” Using websites as an example, many small businesses know they need a website because they are essentially the brochures of the 21st century. Clients may even have plans to regularly add content, but then work takes over and it never gets done. When this happens, the inaction needs to be “acted upon by some external force.”
Regularly adding quality content to a website is important.
Search engines identify sites that consistently and appropriately add relevant new content.
It may help your clients and prospects see you as a subject matter expert in your industry.
In email marketing campaigns, new content gives you a solid reason to reach out to your email database.
You can overcome communications inertia.
1. Create a content calendar.
This is a great start because projects “become a thing” when you document them. Having it down in writing or scheduling it in a digital management tool means you see it and can’t ignore it.
The content calendar also forces you to think about what and why you want to communicate. Merely posting something is not a long-term solution. Remember, to become a subject matter expert for your leads and customers, your content must be useful and often helps when it’s interesting.
If you have the topics planned in advance, the content calendar helps you work ahead as you have time. Then you have a library of articles ready to post on your website when they’re due.
2. Make sure somebody is responsible for the task.
Just like all of your important business tasks, writing and posting a quality blog requires commitment from the right person in your organization.
If it’s not you, then find (or train) the right person.
If nobody in your organization has the time or talent to consistently generate solid content, outsource it to a professional content writing service.
Click here if you’re experiencing communications inertia, and you think Nicholas Marketing can help, or to advise me if there are words you see that are misused or abused (especially if you think I’m guilty of doing it in my writing!). I may feature your suggestion in future Words Matter blogs.
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