How To Spot Doubletalk - Part 2 of 2

Slightly More Harmful Doubletalk

Yesterday we discussed a few harmless examples of course, but it gets a little more important when it comes to businesses which may affect people’s livelihoods. For example:

Layoff = Mass firing?

Downsize = Mass firing?

Force reduction = Mass firing?

Reliability enhancement = Fix for poor software?

Outsource = Firing direct employees?

Law Enforcement

It gets even worse when it comes to law enforcement doublespeak. E.g:

Gain access = Entry without a warrant?

On the spot fine = Bribe taken for traffic violation?

Aggressive enforcement = Harassment?

Realtors

And to discuss realtors for a moment:

Character = Old and rundown?

Charming  = Old and rundown?

Bijou = Tiny?

Luxurious = Has a bathroom?

Cozy = Tiny?

Rustic = Cost a fortune to update?

Quaint = Tiny?

And so on.

Much More Harmful Doubletalk

However, when it comes to the world’s leaders, we really need to start paying much, MUCH closer attention. We should learn to listen very carefully and try to determine what they are REALLY saying. For example:

War on poverty = Socialism?

War on drugs = Totalitarianism?

War on terror = World domination?

Freedom = Dictatorship?

Democratic = Communistic?

Change = Same old nonsense?

Final solution = Genocide?

Intervention = Invasion?

Public good = My good?

Public interest = My interest?

Peace  =  War?

And so on.

Eric Blair wrote his book “1984” in 1948 and in it he writes of many things that have come to pass in today’s society. An earlier novel of his “Animal Farm” is a parody of social (and therefore political) life amongst the animals on a small farm in England. In my opinion both books should be in your “must read” list.

He believed that this kind of talking was intended to hide the truth rather than express it, and is necessarily vague. He said that it was a kind of “contagion” which had even spread even to those who had NO INTENTION to hide the truth but found that they were using it nonetheless; he even went so far as to suggest that the users of “doublethink” could actually conceal their own thoughts, not just from others, but also from themselves!

If that doesn’t scare you, then I don’t think you can be scared.

You And Your Advertising

As an internet marketer and human being, you must not only be aware of people who use these childish but HIGHLY EFFECTIVE tactics, you must also be careful not to USE them.  It’s easy to see what others are doing and “model” them, but there are simply some things that you should not do to make money.  Money can be wonderful stuff, but only if it is earned in a healthy manner (that is, in exchange for something that your customer values).

Whenever you’ve written a piece of advertising, run it by people you trust and ask them for their honest opinion.  If they tell you that some of it is a little too ambiguous, or just downright dishonest, for your own sake, replace your own doubletalk with accurate, but compelling, wording.  This is the only way you’ll ever make really good money online, because you’ll have repeat customers, and they are the best kind to have.

Luke.