Language and Framing II

A while back, I wrote a post about the importance of language and framing, about how small changes in language can compel us to make larger shifts in the way we think about something.

I’ve recently gotten hooked on listening to audiobooks. I love them because they allow me to “read” while I’m driving or working in my yard. The other day, I noticed something: rather than a “Read by…” credit on the cover of the audiobook, it said “Performed by…”

I used to consider audiobooks a form of cheating. Someone was reading the book to me instead of me doing the work. It felt kind of lazy. I imagine this is one of the big hurdles for the audio book industry.

But “Performed by” frames the audiobook in a way that gets me over this hurdle. I’m not just having it read to me, I’m taking in a performance. It’s as different as a play or a film. In this case, they hired actor Michael Boatman, who reads the narration and acts out the parts, giving voices to all the characters. It’s a true performance. It changes how I think about the form and how I enjoy it.

In addition to how we frame things in the work we produce, the words we use to present it, particularly to our clients, can make a big difference.

We might think something is “cool,” but a client might be more interested in hearing that it’s “relevant to the target.” Same meaning, different language. Is an idea “weird” or is it “breakthrough?” Is a design “clean,” or does it “communicate more clearly?”

If someone had told me this when I was a student, I would have said, “Whatever. I want to sell my work on the strength of the ideas, man.” I had much to learn.

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