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Here's
this week's Marketing
Minute...
Respect Word Connotations
"If you want to sell books, you
must have a cartel," writes a
blogger who then links to a
writing and marketing course for
authors that includes "cartel"
in its name.
What an unfortunate word choice!
Ask anyone in North America what
"cartel" evokes, and they'll say
something like "Colombian drug
lords."
Why do people ignore such
associations?
1)They're uninformed. Someone
calling himself "the Grand
Poobah of Publicity" may not
have realized that "poobah,"
from the comic opera "The
Mikado," refers to someone with
an inflated sense of
self-importance.
2)They want to stand out by
choosing an unusual word. In
this category are many who are
tired of the word "famous" and
market "notoriety" instead, even
though the latter means
developing a negative
reputation.
3)They feel that through their
force of intelligence and will,
they can single-handedly
overcome deep-seated
associations in the language.
Anyone in this group needs to
read (or reread) Chapter 6 of
Lewis Carroll's Through the
Looking Glass, where Alice
resists Humpty Dumpty's
delusional claim that words mean
what he decides they mean. I'm
with Alice on that!
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- La Vanguardia newspaper,
Barcelona, Spain
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