{"id":13307,"date":"2016-01-15T03:06:32","date_gmt":"2016-01-15T07:06:32","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13307"},"modified":"2018-04-23T14:13:00","modified_gmt":"2018-04-23T18:13:00","slug":"power-up-your-word-choice","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2016\/01\/power-up-your-word-choice\/","title":{"rendered":"Paint concrete word pictures"},"content":{"rendered":"<h2>Name names; number numbers<\/h2>\n<p>When it comes to interest and understanding, <em>Countertop Gadgets<\/em> are better than <em>Domestic Devices<\/em>.<\/p>\n<figure id=\"attachment_17419\" aria-describedby=\"caption-attachment-17419\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17419\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/01\/power-up-your-word-choice\/paint-concrete-word-pictures\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" data-orig-size=\"600,360\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"paint-concrete-word-pictures\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures-300x180.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" alt=\"Paint concrete word pictures\" title=\"Paint concrete word pictures\" width=\"600\" height=\"360\" class=\"size-full wp-image-17419 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures-300x180.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/360;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"17419\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/01\/power-up-your-word-choice\/paint-concrete-word-pictures\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" data-orig-size=\"600,360\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"paint-concrete-word-pictures\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures-300x180.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg\" alt=\"Paint concrete word pictures\" title=\"Paint concrete word pictures\" width=\"600\" height=\"360\" class=\"size-full wp-image-17419\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/01\/paint-concrete-word-pictures-300x180.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-17419\" class=\"wp-caption-text\"><strong>Use your words<\/strong> Concrete words, phrases and sentences are easier to read and understand than abstract ones. <em>Image by Manan Chhabra<\/em><\/figcaption><\/figure>\n<p><em>Favorite Junk<\/em> outperforms <em>Preferred Items<\/em>. <em>How a Plane Flies<\/em> beats <em>The Laws of Lift<\/em>. And <em>Jungles in Ice<\/em> trounces <em>A Science Find<\/em>. (Sadoski, Goetz and Rodriguez, 2000).<\/p>\n<p>That&#8217;s because concrete words and phrases, according to some 60 years of research, encourage reading; boost comprehension; improve learning; aid memory; and help people come up with bigger, better, more creative ideas.<\/p>\n<p>Abstract words and phrases do not.<\/p>\n<p>\u201cThe soul never thinks without an image,\u201d Aristotle famously said. Pulitzer Prize-winning poet William Carlos Williams agreed, saying, \u201cNo ideas but in things.\u201d<\/p>\n<p>Want to make your message more interesting and accessible? Illustrate ideas through things.<\/p>\n<p>Paint concrete word pictures. Name names and number numbers.<\/p>\n<h3>1. Word pictures boost understanding by 43%.<\/h3>\n<p>When researchers Prabu David and Jagdeep Kang wanted to see whether concrete messages were more understandable and memorable, they tested concrete and abstract phrases.<\/p>\n<p>Abstract:<\/p>\n<div class=\"excerptbox dropshadow\">The filters in the bronchi, called cilia, are immediately affected and are unable to filter out harmful particles. Tar collects in bronchi, greatly increasing lung cancer risk. Buildup in air sacks reduces lung efficiency and causes disease.<\/div>\n<p>Concrete:<\/p>\n<div class=\"excerptbox dropshadow\">The tiny hairs called cilia, (which) act as filters in bronchi, are immediately burned or coated with excess mucus and are unable to filter out harmful particles. Tar collects in bronchi, greatly increasing lung cancer risk. Corrosive buildup in air sacks reduces lung efficiency and causes disease.<\/div>\n<p>The results? The concrete copy was 43% easier to understand and remember.<\/p>\n<p>Why? Because concrete copy \u2014 word pictures \u2014 paint pictures in your readers\u2019 minds. Those mental images serve as surrogates for real pictures, the researchers hypothesize. And real pictures have been shown, in study after study, to make information easier to understand and remember.<\/p>\n<h3>2. Concrete sentences easier to read and remember.<\/h3>\n<p>According to some 60 years of research, concrete sentences like these are easier to read, understand, learn and remember:<\/p>\n<ul>\n<li>The huge gorilla smashed the bus with its fist.<\/li>\n<li>When a click beetle is on its back, it flips itself into the air and lands right side up while it makes a clicking noise.<\/li>\n<li>When a fly moves its wings about 200 times in a second, you hear a buzzing sound.<\/li>\n<li>The Battle of Trafalgar was the greatest naval victory in British history, and it was the war for Great Britain.<\/li>\n<li>[Lady Emma Hamilton] fell in love with the battered, one-eyed, one-armed naval hero and became his mistress.<\/li>\n<\/ul>\n<h3>3. Concrete passages more understandable.<\/h3>\n<p>Two professors from Texas A&amp;M University and one from the University of the Andes tested two sets of passages.<\/p>\n<p>Half of the passages were abstract:<\/p>\n<div class=\"excerptbox dropshadow\">Character cannot be summoned in a crisis if it has been squandered by years of compromise and excuses. The only testing ground for the heroic is the mundane. There is only one preparation for that great decision that can change a life. It is those hundreds of half conscious, self-defining, seemingly insignificant decisions made in private.<\/div>\n<p>The other half were concrete:<\/p>\n<div class=\"excerptbox dropshadow\">Think twice before buying another \u201cconvenience.\u201d Grandmother\u2019s kitchen had a pan, spoon and a knife. It produced a Sunday dinner of roast chicken, potatoes, salad, vegetables and apple pie. The kitchen of the 1990s contains a food processor, blender, laser-cut knife system and a 20-piece cookware set that produces a Sunday dinner of microwave pizza.<\/div>\n<p>Researchers found an almost one-to-one correlation between how concrete a passage was and how easy it was to understand. (Sadoski, Goetz and Rodriguez, 2000).<\/p>\n<h3>Show, don&#8217;t just tell.<\/h3>\n<p>Word pictures are one of more than <a href=\"https:\/\/revvingupreadership.com\/2018\/04\/details-make-the-difference-2\/\">6 types of concrete material to try<\/a>.<\/p>\n<p>To write more forcefully, editor and publisher Arthur Plotnick recommends that you use:<\/p>\n<ul>\n<li><strong>Words that appeal to the senses. <\/strong>The most powerful words, he says, \u201crecall sensory experience: sight, sound, smell, taste, touch.\u201d<\/li>\n<li><strong>Sound bursts. <\/strong>&#8220;Words can borrow the force of natural sounds by mimicking some of their elements. <em> Whap. Clink. Clang. Splash. Screech.\u201d<\/em><\/li>\n<li><strong>High-energy verbs.<\/strong> &#8220;Verbs power sentences. Energetic verbs rocket them.\u201d<\/li>\n<\/ul>\n<p>It will make a big difference.<\/p>\n<p>\u201cInformation is absorbed in direct proportion to its vividness,&#8221; write Diane West and Jennifer Dreyer, principals, Tamayo Consulting Inc.<\/p>\n<p>And as James Fallows, national correspondent for\u00a0<em>The Atlantic Monthly,<\/em> writes, \u201cMake the important interesting.\u201d<\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/creative-communications\/creative-copy\/concrete-details\/\">Learn more about concrete detail<\/a>.<\/p>\n<p style=\"text-align: center;\"><strong>How can you make your message clearer with concrete word pictures?<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>What questions do you have about using concrete word pictures?<\/strong><\/p>\n<div id='MC-CD' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-39\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you make tedious topics interesting?<\/h3>\r\n<p>Fun facts and juicy details might seem like the Cheez Doodles and Cronuts of communication: tempting, for sure, but a little childish and not particularly good for you.<\/p>\r\n\r\n<p>Not so. Concrete details are more like salad dressing and aioli \u2014 the secret sauces it takes to get the nutritious stuff down.<\/p>\r\n\t\r\n<p>Now you can learn to use concrete details to change people's minds \u2014 and behavior \u2014 at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our creative-writing workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn six quick ways to add color to your message and how to help readers understand big ideas through specific details.<\/p>\r\n\t\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Name names; number numbers<\/p>\n","protected":false},"author":6,"featured_media":17419,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[251],"tags":[101,32,223],"class_list":{"0":"post-13307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-concrete-details","8":"tag-concrete-copy","9":"tag-creative-techniques","10":"tag-creative-writing","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Paint concrete word pictures - Wylie Communications, Inc.<\/title>\n<meta name=\"description\" content=\"Paint concrete word pictures: Name names; number numbers. 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