A great way to stand out in our crowd is to demonstrate our smarts in a way that feels down to earth and succinct, rather than verbose and overly technical. That means staying away from overly used industry jargon, such as: social-emotional learning indicators, research-based frameworks, data aggregation and visualization, actionable insights, and education data solution. We should also avoid using acronyms, as much as possible.
Where most of our competitors sound academic, we want to be more engaging and inclusive with our language. That means we speak directly to our audience with the use of “you” and “your,” and show them that we understand their world by using words like “we” and “our.” Another way to sound approachable is to write with a human touch and use words and phrases that everyday smart people would use. This doesn’t mean dumbing down our language, but it does mean using common terms and phrases. Our marketing copy shouldn’t read like a dissertation—it should be short and to the point. Lists of our accomplishments and credentials can be summarized using bullet points and infographics to make content more digestible.
As educators, we are very passionate about our work and its powerful potential. We should make sure that we capture this enthusiasm when we communicate, showing the world that our hearts are in this. There are many ways we can show our passion without repeating this word over and over: try using upbeat and optimistic language to demonstrate passion. Use strong verbs at the beginning of statements and always write in active voice. Some words that can help capture the idea of passion are: inspiration, dedicated, empowering, evolving, energizing, supporting, uplifting, opportunity, growth, purpose, influence, potential, etc.
We are leaders in our space—but we don’t need to convince people of this. Instead, we should demonstrate our leadership through the use of bold statistics and other commanding qualities. Rather than saying things like “we can inspire,” or “we have had success” use direct statements like “we inspire” and “we are successful.” Another way to show confidence is to reference our extensive breadth and reach. Examples of confident words include: leading, storied, legacy, powerful, enhance, comprehensive, thorough, uniting, global, etc.