#messaging #words #phrases #”Average”People #”Different”People “sensibilities
Words matter.
More importantly, phrasing matters.
In political parlance, it’s called messaging.
Bill Torpy, columnist for The Atlanta Journal-Constitution, discussed this in his September 4, 2025, column.
He points out that some in the political arena are trying to talk to people using words and terms they believe express the right sensibilities for every group, but sound elitist to most people.
Think “politically correct,” “woke,” and “pregnant people.” The latter, Torpy points out, refers not to just women, but also to women trying to become men, but still can give birth.
These are terms that “average” people not only don’t use, but also don’t resonate with them.
An old adage goes: why use a 25-cent word when a 5-cent word says the same thing. But, in the case of these terms, they are not just 25-cent words. There are no 5-cent words to replace them, and they talk about concepts that are not part of “average” people’s lives.
When one uses them, particularly in a political setting in which messaging can be critical, “average” people completely do not get the message.
Those in certain groups, with whom “average” people do not necessarily associate, may appreciate the expressions of sensibility to their situations.
But, even the sincerest expression of sensibility does not necessarily win elections. Though “average” people may empathize with one’s sensibilities, they may not need or want to have them communicated. Those callous about one’s sensibilities may be more likely to say things that resonate better with “average” people.
A good rule of thumb is: even if you are totally empathic with the plight of people who are “different” from the “average,” use only language you would use at the dinner table.
“No Kings” has a ring to it. So does “Make America Great Again.” They are totally opposite viewpoints politically, but people understand what you are saying.
And, ANY message about giving certain “different” people an advantage in any selection or review process will completely turn off “average” people who want the same advantage.
Remember, in messaging, fairness is debatable. Right and wrong may have different definitions, depending on one’s perspective. The universe of understanding is a melting pot, whether we like it or not.
As a warning to those who run for office: don’t give people the impression that you will do one thing, then do the opposite if you win.
Be sincere. Mean what you say. But, it’s just as important to say it in terms that both “average” and “different” people understand.
Boutique terminology may seem fashionable, but those who mostly wear “working-man’s clothes” don’t care about fashion. In fact, they often resent it.
So, whether you run for office or not, speak simply, clearly and remember your typical dinner-table conversations. Failure to do so could have you eating your words.
Peter