[ALT TEXT: Did you know: The first poor grade I ever received was from Mrs. Ring in the fourth grade. It was for my penmanship, which she deemed, “borderline illegible.” I vowed to improve my technique. A lesson I took away from that experience is that even the best message is useless unless it can be effectively communicated].

I lived in Iowa when Barack Obama was running for president (both terms). As someone with over three decades of media experience, I was impressed by his team’s deep and comprehensive understanding of messaging.

For example, there is a small city in southeast Iowa called Keokuk. One of the oldest cities in Iowa, it is a river town that borders the state of Missouri. Locals have a specific way of pronouncing the word Keokuk. Even though I’m an Iowa native, it is difficult for me to pronounce it properly (that is to say, as a local would).

Before sending his staff to Keokuk, Obama made sure that his team knew the language—figuratively and literally. Doing so not only earned him a measure of respect, but it enabled him to express his ideas for his presidency accurately and with clarity. Words matter. Messaging matters. It’s important to pay attention to the words you choose and the way you use them.

As a writer, I strive to align my words with my audience and purpose. Honoring regionalisms, industry buzzwords, historic nomenclature—all of these things are central to being heard by those you wish to reach. In a broader sense, I’ve been thinking a lot about the words we use when speaking with and about each other.

Words bring with them an awesome power. They can diminish, marginalize or incite. They can also include, honor and uplift. Make sure that your words build rather than destroy. Learn to be aware of the impact they have on people who may not be within your immediate circle of friends. Understand that we all wish to be seen, heard and understood.

By being intentional and mindful about the words you use, you will magnify their impact.

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