Here’s a fascinating question. How aware do you have to be that you’re being sold a bill of goods before you put up your defenses and refuse to buy it?
Who hasn’t been swayed—or at least tempted—by a cleverly-worded (or hip-looking) ad, choosing one product over another even while knowing they were probably about to pay a premium for something that wasn’t objectively any better than anything else? Or for something they didn’t really need at all?
Good old Shakespeare took this up (sort of) in one of his most famous sonnets, which has the fabulous opening lines:
When my love swears to me that she is made of truth I do believe her, though I know she lies.
As the sonnet goes on to explain, much more gracefully than I’m about to, the speaker is a bit long in years, but is flattered that his girlfriend assumes he’s young enough to believe her nonsense. She, in turn, is pleased that he believes her (even though, presumably, she knows he doesn’t, really).
It all leads up to the closing couplet, complete with Elizabethan sexual innuendo:
Therefore I lie with her and she with me And in our faults by lies we flatter’d be.
Altogether a stunning sonnet, but that’s not why I include it here. There’s a lesson, or at least a thought experiment, in this for us contemporary writers of somewhat (ok, a whole lot) less creative copy.
The sonnet popped into my head when I was pondering the question I began with. How is it that I can watch or read an ad or listen to a sales pitch, knowing full well the message has been artfully crafted to draw me in, and still find myself drawn in? How is it that I can sit in front of a schmaltzy movie, listen cynically to the swelling music, and still feel my eyes fill with tears?
And how, if at all, does this phenomenon relate to our work as internal communicators?
I spend a lot of time in this blog and elsewhere promoting my belief that when employee communications aren’t honest they lose all credibility. I moan about the misuse of words like “challenge” and “opportunity” to mean “problem” and “weakness.”
And yet, I also believe in the power of words to create actual concrete change in the world. After all, that’s the theory behind much of what’s often derisively called “political correctness.” Gender-neutral language, for example: as a woman who can remember a world in which “he” was still considered a universal designation for humans of either sex, I can attest firsthand to the power language can have to affect not only our feelings but our understanding and beliefs.
So it seems to me there is a line to watch for, especially when you’re conveying not-so-happy news: on one side is language that is aspirational—it paints the best possible picture of any given situation—and on the other side is, well, BS. There’s nothing wrong with trying to put your message in the best light, as long as you don’t step over that line.
People in the world of animation speak of the “uncanny valley.” The idea is that as animation has gotten more and more realistic-looking, it sometimes reaches a point where it falls off a cliff into creepy. The story goes that when the folks at Dreamworks first tested Shrek with a group of children, the kids were terrified. The animators had made the princess character so realistic that she looked almost human, but at the same time she was missing some essential element of humanness. The result was monstrous, in the eyes of these kids, and the animators had to backtrack, re-creating her character in a purposefully less realistic manner.
So, here is the challenge (yes, I’m using the word correctly) for internal communicators—really, for all communicators: get as close to the edge as you dare, but don’t fall into the uncanny valley of communication. In our case, it probably won’t actually scare your audience, but it will scare them away.
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