Great communicators– whether you're a voter, nonprofit leader, policy expert, lawyer, and so many other public-facing professions– don't necessarily use the words and terminology they want to use, or naturally may use. Instead, they deploy the language their audience identifies with, understands, and is persuasive. This is another case of a leader doing what they want versus doing what's needed to achieve an outcome.

One of my least favorite million-dollar words coming from politicians is “unconscionable.” Most people don’t know what this means. Why not say “grossly unfair,” “makes your blood boil,” or just plain “wrong?”

Politicians on TV also love the phrase “make no mistake,” followed by something like “this won’t stand” or “we will fight!” Nobody talks like that. Who goes around the office saying, “Make no mistake!”

A Washington Post piece from last year cites some taking issue with the words “intersectional,” “equity,” and “Latinx” because they aren’t household words. Half of the Latino population has never heard of “Latinx,” and only 4% use it, according to the Pew Research Center.

On democracy, same issue. A must-read piece by Matt Watkins in the Chronicle of Philanthropy walks through the hazy, intra-movement words used publicly, including “fortifying civic infrastructure,” and “defending democratic norms.” (Watkins provides alternative phrases.)

Bottom Line

If you use words people don’t know or sound awkward, you’re obviously doing a poor job of advocating, communicating, and connecting with them. They ignore you. Or get confused. Either way, message doesn’t sink in.