The Power Of Words

As a writer, words are the building blocks of my daily routine. I use thousands of them each day, hoping to communicate and connect with people. 

Last fall, I attended Content Marketing World. The conference was a valuable learning experience, offering insights into social strategy, email marketing and the ever-present force of AI advancements. But it was the final session I attended that left a lasting impression: “Make Inclusion The Default.”

It wasn’t that the concept of inclusive writing was entirely new to me. I understood the importance of clear and respectful communication. However, the session challenged me to move beyond passive awareness. It made me realize that true inclusivity requires an active effort to consider the impact of my words on a wider audience.

The session was led by Purna Virji, author of High-Impact Content Marketing, and Principal Consultant of Content Solutions at LinkedIn. Virji’s message was that inclusion is a continuous journey, and the more we learn, the better we become at it.

Fear of Messing Up Shouldn’t Hold You Back

Virji introduced a new acronym to my vocabulary: FOMU, or the fear of messing up. This fear manifests in several ways. Companies worry that missteps, like insensitive ads or poorly chosen language, could trigger social media backlash or even boycotts. Further fueling FOMU is the ever-evolving landscape of marketing. Companies fear being seen as outdated or inauthentic if they don’t perfectly capture the nuances of diverse communities. This fear can lead to paralysis, preventing them from taking any action at all. 

However, achieving inclusivity doesn’t require overnight perfection. It’s a journey of continuous learning and improvement. Companies that demonstrate a genuine commitment to this process, even with missteps along the way, can earn the trust and respect of consumers. The far greater risk lies in a reputation for being exclusionary. Consumers today are actively seeking out brands that embrace diversity. Data from Sprout Social (2023) shows a clear preference, with 66% of respondents more likely to buy from brands that showcase people of diverse races, gender identities, ages and more. The truth is, you simply can’t afford to be exclusive.

The Art of Inclusive Writing

Just like effective marketing requires constant learning and adaptation to industry changes, the same goes for cultural shifts. This ongoing commitment is especially crucial when considering that many popular idioms or expressions that were once commonplace might now be outdated or even offensive. Language is constantly evolving, and as marketers, we are responsible for keeping on pace.

Inclusive language goes beyond political correctness. It’s about showing respect for individual differences, cultures and experiences. It acknowledges the humanity of every person who interacts with your content and recognizes that no race, ethnicity, sexual orientation, gender or heritage holds greater value than another. It opens a conversation.

Swap Common Phrases

Pay attention to the words you use. We often rely on idioms or figures of speech to describe a sense or ability. The good news is, these phrases can be easily replaced with more inclusive language. Here are a few examples:

• Instead of “I’m feeling so crippled by my workload right now” try “I’m feeling overwhelmed by my workload right now.” 
• Replace “I felt like my presentation fell on deaf ears” with “I don’t think anybody was listening to my presentation.”
• Swap “Can I get a fresh pair of eyes on this?” with “Can I get a fresh perspective on this?”

Avoiding Bias

Be mindful of language that might be insensitive to cultural differences or exclude specific groups. When writing content, consider if a person’s identity is relevant to the content itself. Don’t identify someone’s race, gender, orientation, ethnicity, disability status, etc., unless it adds value and context.

If you need more guidance for incorporating inclusive language into your writing, the AP Stylebook is a helpful resource. The latest version (AP Stylebook, 56th Edition) includes guidance on inclusive storytelling, recognizing and overcoming unconscious biases, using thoughtful and precise language and making content more accessible.

While guidelines are a great resource to have, there’s no real way to know the personal preferences of every group or individual in every situation. When unsure, ask for clarification. Give people the opportunity to self-identify.

Beyond Words

When writing for websites, consider how content is presented alongside the language used. Following Web Content Accessibility Guidelines (WCAG) recommendations can significantly improve the user experience for everyone. This includes proper website structure, headings, accessible forms, alt text for images and color schemes that consider accessibility.

By embracing inclusive writing and design, we actively create content that resonates with a wider audience and fosters a more welcoming online space. 

Learning and Growing

Inclusive writing is a complex conversation, and there’s always more to learn — from biases like gendered language and ageist stereotypes to superficial representation and the importance of authentic inclusion. But the key takeaway is that we don’t have to live with FOMU. As writers and humans, we’re constantly growing. Mistakes are opportunities to learn, both for ourselves and others.