we obsess over word choice; here’s why you should too

Do you try something new, or do you attempt something new?

Do you end a contract, or do you terminate a contract?

Do you use a tool, or do you utilize a tool?

The answers to these questions aren’t the point - but the way they’re being asked is. 

Each question uses a similar verb with a slightly different meaning. 

• Try is simple and clear, whereas attempt is formal and more serious.

• End tends to be more direct and to the point; terminate is more official or corporate.

• Use is straightforward and everyday. Utilize leans strategic, technical, or purpose-specific.

  
  

The differences in these definitions may seem subtle, but they can greatly affect how the questions are perceived. Small word choice shifts - from casual to formal, or simple to clever - can make the difference between connecting with your audience or losing them entirely.

This is why, when we’re given a blank slate to help a client find their voice in writing, we know that choosing the right words is key to nailing the message in the way they would want to say it. 

There are no right or wrong words, but choosing them carefully depending on your goals matters. 

Here are five reasons.

1. word choice shapes perception

Words shape how we understand people, products, and ideas. The word you pick to describe someone or something can change the story you’re telling.

Imagine describing a product as durable versus sturdy. Both can be right, but durable suggests reliability over time, while sturdy implies strength, but maybe short-term toughness. One small word is a shift that changes the narrative. 

Subconsciously, your word choice frames how your audience perceives you and your message. Every word carries weight. The right one can inspire, reassure, or intrigue. The wrong one can confuse or even mislead.

2. choosing the right words builds clarity and trust

Vague language can get a point across but still miss the plot.  

Think of telling your team “We did better this quarter.” Or, telling them “We increased sales by 37% in Q2.” Words are like data points - they give proof and meaning to your story. The second sentence is clear and concrete, giving your audience something meaningful to latch onto. Its precision makes the statement trustworthy.

Outside of the boardroom, this applies in everyday life too. “I’ll call you later” is fine, but “I’ll call you at 3 PM” removes ambiguity and signals reliability. It leaves no room for guesswork without adding extra words. It’s not about saying more; it’s about saying it

more clearly.

3. the right words drive action

The first few words someone sees or hears when engaging in the world - whether it’s online or in real life - can determine whether they stop, pay attention, and engage.

Instagram reels, TikTok clips, or feed posts are great examples. In three to five words, creators need to hook you: Stop scrolling. This will change everything. The one thing I wish I knew sooner.

Some might call this clickbait, but if you want someone to take action, you need to use action-driven language that tells the audience what to do next and guide behavior immediately. Short, direct language lands with more impact than long explanations. 

4. the right words make people feel something

Once attention is captured, words are what make people care. They don’t just instruct; they trigger emotion. 

Consider:

• Our app now has a new update. > tone is neutral yet informative

• You’re going to love what’s new in the app. > tone is exciting, evokes curiosity and energy, and speaks directly to the audience

Action tells people what to do. Emotion makes them care enough to do it. When paired together, your message becomes memorable.

5. unnecessary words break confidence

Sometimes it’s not about finding the perfect word; it’s about cutting the ones that weaken your message. 

Words like just, maybe, or sort of chip away at authority:

“I just wanted to share this idea.”  vs. “I want to share this idea.” Which sounds more confident? 

“Maybe we could try this approach.” vs. “Let’s try this approach.” Which sounds more self-assured? 

Extra and unnecessary words add friction at best and create ambiguity at worst. Removing unnecessary words not only strengthens your voice, but also builds credibility, and makes your ideas easier to act on. 

final thoughts

Your words matter. Read what you write aloud. Swap vague or overcomplicated words for clear, precise alternatives. Cut filler. Test, revise, and obsess over your word choice. 

The difference between a message that lands and one that fades is not the idea itself, it’s the words you use to express it.

And if you need someone to help you choose the right ones, the toth shop team is here for you.

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