Use Disruptive Language to Catch Readers’ Attention

The word “disruptive” may evoke a number of unpleasant scenarios: an unruly child preventing classmates from learning; an unhappy customer causing a scene; a disgruntled employee derailing a meeting. But, disruption doesn’t have to be so extreme. Disruption can simply be an interruption, or something unexpected. This phenomenon is demonstrated in disruptive marketing, which can be defined as simply “doing business uncharacteristically”; and disruptive technology, which Wikipedia defines as “innovations that improve a product or service in ways that the market does not expect.”

Using disruptive language means using language in unexpected ways in order to catch and retain readers’ attention. Here are some ways you can try it:

Use Words in Unexpected Ways

Within the last week, I heard the word “frothy” used to express exuberance in two different contexts: “frothy materialism,” in reference to Sex and the City, and the “frothy mix of benefits” of video marketing. Maybe I’m out of it, but I had never heard the word used that way before, and both times it caught me by surprise. It made me pay closer attention to the material being presented, and the creative use of language made me respect it more. See if you can find ways to use familiar words in unexpected ways.

Try a Surprising Analogy

Use an analogy that’s not expected. This is where your observational prowess comes into play. Try incorporating situations from the world around you into what you’re writing about. But, at the same time, keep them relevant. For example, in marketing to a nostalgic audience, you might compare the perfect roundness of your widget to that of the buttons on their grandmother’s cardigan.

Swear

I have seen swearing overused in building a brand, and don’t recommend taking it to that extreme, as it gets old after awhile. But, a well-placed f-bomb or s-bomb, or other bomb can be surprising and entertaining, while helping to get your point across. Be sure to know your audience, though. If they will be offended, this strategy could backfire on you. But, try it when you are 80% or more sure your audience will be receptive.

Invent a New Structure

Instead of problem/solution or features/benefits, how about a case study/case study/case study structure for your corporate brochure? Or how about nothing but testimonials on the home page of your website? Naturally, you’ll need to think about the purpose, context, and audience for your piece, but a new structure might just be refreshing and effective.

Employ Humor

Everyone loves to laugh, so try inserting something funny in your copy. Once again, consider your readers and whether or not they will welcome this kind of diversion. If it seems appropriate, put on your jester’s cap as you write.

Have you tried using disruptive language in your copywriting? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance using disruptitve language? Karen can help! Click here for contact info.

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