One Word Archives - Lara Eastburn

ONE WORD: The Archives

One Word is a free email series that re-examines the language of business and marketing. Sign up here.

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Authentic

Jun 20

👉🏽 𝑷𝒊𝒄𝒌 𝒚𝒐𝒖𝒓 𝒃𝒓𝒂𝒊𝒏 is both an idiom and a cliché - and its origins are unknown. We see it appear, though, as early as 1770 - around the same time (not uncoincidentally, I'd wager) as the height of the word pickpocket.
Yeah, that tracks.
One word is a free email that re-examines the received vocabulary of business and marketing. Join us and get the FULL story behind the oddest way folks ask for help!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

May 6

I suffer from what many would consider a fatal flaw for someone in my line of work. Let's call me ... hmmm ... video-averse. In the worlds of both marketing and songwriting, it's not been ideal.
My rather intense disclination toward putting myself on video puts me squarely in the space of having what marketing folk call a "visibility" problem.
But what does visibility mean, anyway? And what does it mean for it to be an issue for me? That's what I'm thinking about in the latest edition of One Word. Not subscribed yet? Let's fix that!
Photo: @callynthphotography
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

Feb 28

For many, the word 'coach' poses more than a few problems. That's what we're exploring in the latest One Word. If you're signed up, it's already in your inbox. Not reading it yet? Join us! 🐎
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

Feb 21

I meet a lot of coaches, y'all. As an ads manager, it feels like I've encountered one of every flavor of coach there is. And why are there more than Baskin Robbins' 31 flavors?
Because for many, the word 'coach' poses more than a few problems.
That's what we're exploring in the latest One Word. If you're signed up, it's already in your inbox. Not reading it yet? Giddyup! 🐎
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

Jan 17

What if you didn't need a freebie, a download, an e-book - or any gimmicks at all - to build your list? YOU DON'T.
😜 The thing about offering freebies as your opt-in is that you end up building a list of people who wanted a freebie. And DIY-ers aren't the same people as your likely customers.
📬 I'm a fan of building a CLEAN list. A list of folks who want to be there. Folks who already want and need to hear your voice.
Ditch the freebies and build a list of people who are looking for you - at half the cost of gimmick campaigns.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword
#listbuilding #emailmarketing

Jan 2

Nov 28

I doubt you've missed the internet's insistence upon "nurturing" your leads, your network, your customer relationships - and of course, your list.
I have theorized that the bulk of our inherited business and marketing language falls squarely into one of 3 linguistic categories - military, industrial, or religious.
"Nurture" is not one of these. Rather, it is an unusual and recent - and interesting - exception.
The latest edition of "One Word" takes a look at how and WHY this decidedly not-business-y word end up front-and-center in email marketing.
If you subscribe, it's already in your inbox. If you haven't joined us yet, come on in!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Sep 29

I Love Unsubscribes. It's one of my favorite metrics! In fact, I worry if I DON'T get unsubscribes after sending out a new installment of One Word.
Here's why.
👉🏽 "Meh" is NEVER my goal. No matter what I create, indifference is not the reaction I'm hoping to inspire with it. In the context of my email list, I measure audience reaction in terms of replies and unsubscribes. And I want BOTH - every time.
The latest from One Word is all about re-frraming how we feel about those that dip from the list. Sign up to get it or read it in the One Word archives.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Sep 20

I am just THRILLED to have been invited by the OED to be part of a case study on how I use this resource for the One Word email series. Read it here 👉 https://bit.ly/oed3
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Aug 4

One Word is a series to examine, deconstruct, and reinvent the received language of business. Not getting it in your inbox yet? Let's fix that!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Jul 26

When I hear folks say, "Just be yourself," my go-to response tends to be "Ummm. Which one?" I'm hilarious. 😜
Our culture presents "being authentic" to us as both an imperative and an ideal. Go be authentic, silly; Strive to be more authentic, you!
M'kay. Just tell me what it is first.
In the latest edition of One Word, I have a look at the veritable linguistic mise-en-abime that is the drive to 'be authentic. '
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One Word is a series to examine, deconstruct, and reinvent the received language of business. Not getting it in your inbox yet? Let's fix that!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

May 17

The phrase, "Hey, could you look at this and give me some feedback?" will almost always garner the same reaction from me as being asked to make dinner: 𝘓𝘦 𝘚𝘪𝘨𝘩. 𝘐 𝘥𝘰𝘯'𝘵 𝘬𝘯𝘰𝘸 𝘸𝘩𝘦𝘳𝘦 𝘵𝘰 𝘴𝘵𝘢𝘳𝘵. 𝘐 𝘥𝘰𝘯'𝘵 𝘩𝘢𝘷𝘦 𝘸𝘩𝘢𝘵 𝘐 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘥𝘰 𝘵𝘩𝘪𝘴. 𝘞𝘩𝘢𝘵 𝘢𝘳𝘦 𝘺𝘰𝘶 𝙚𝙫𝙚𝙣 𝘢𝘴𝘬𝘪𝘯𝘨 𝘮𝘦?! (𝘊𝘢𝘯'𝘵 𝘸𝘦 𝘫𝘶𝘴𝘵 𝘰𝘳𝘥𝘦𝘳 𝘵𝘢𝘤𝘰𝘴?).
In the latest edition of One Word, I re-examine the "feedback imperative," and explore the ways we ask for - and receive - information from outside ourselves. Not part of the party yet? Get the email series and access to the archives in the bio!
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One Word is a series to examine, deconstruct, and reinvent the received language of business.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword
#feedback

Jan 31

In the first 2023 edition of the One Word series, I'm revisiting what started this project in 2020. It's hitting inboxes now if you're already signed up. If not, please join us!
---What follows is the post that started it all on 9/20/2020----
The formula, system & secret promise to remove the realities of uncertainty, risk, and the unknown for businesses. For customers, they remove choice & agency.
In marketing & business, we tend to look to how things are already done - the norms. We want to know what works. We want to avoid pain. We want to get it 'right' the first time.
So, in our uncertainty, we look for & respond to what the 'successful' present to us as a sure-fire formula, guaranteed system … or the ever-elusive secret.
Those messages come to us a "received language," an infinitely repeated - but largely unexamined - "vocabulary for success."
This post begins a series to examine, deconstruct, and reinvent the linguistic norms in business & marketing.
👉 Who benefits from this discourse? Who is left out and what is forgotten?
Our linguistic inheritance: A Military-Industrial-Religious Complex
Military: Relies on a hyper-masculine narrative of superiority & domination.
Industrial: Guarantees infallibility through low-effort, automated perfection.
Religious: Delivers promises of magical transformation, gifts, wealth & success.
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One Word is a series to examine, deconstruct, and reinvent the received language of business.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Jan 30

The best part of One Word is LIVE!
In the One Word FORUM, we develop and hone a practice for investigating the words we use to create, talk about, and promote our businesses together.
You set the tone. Bring to the live Forum the words that perplex, delight, or frustrate in your own industry - even, especially, in your own copy.
Together, we'll engage in questioning the pre-scribed language of business and marketing using etymology, history, linguistics, humor, and plain ol' common sense!
Every other Thursday at 10am CT.
Every other Wednesday at 11am CT.
Drop in for $10 or get access to all dates for $25.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Dec 23

Today's One Word is about to hit inboxes ... and we're doing things a little differently in this last episode of the year :-). We're chatting about the linguistic markers that the word sees as "powerless." Ones that demonstrate deference... or do they?
Hop in to the email series now - and join the conversation in The One Word Community. 30 days free for founding members until 2023 is over!
One Word is a series to examine, deconstruct, and reinvent the received language of business.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Dec 7

Heads up ... The next edition of One Word will hit inboxes in the next 48 hours - and it's sure to rustle some feathers :-)!
Not yet signed up for this email adventure? Word nerds welcome here - come on in!
One Word is a series to examine, deconstruct & reinvent the received vocabulary of business and marketing.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#marketinglinguist
#businesslinguistics
#linguistics
#etymology
#oneword

Nov 7

This one's Free!
In the One Word FORUM, we develop and hone a practice for investigating the words we use to create, talk about, and promote our businesses together.
You set the tone. Bring to the Forum the words that perplex, delight, or frustrate in your own industry - even, especially, in your own copy.
Together, we'll engage in questioning the pre-scribed language of business and marketing using etymology, history, linguistics, humor, and plain ol' common sense.
Thursday, Nov 10. 10am CT.
Our conscious re-examination of the words we use can reduce harm, restore agency, and straight up make business better.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Oct 26

For me and the people I work with, building an audience means asking 2 questions:
Is this something you think about, too?
and
Do you wanna think about it with me?
Because - and I hate to quibble with the OED - but our audience is literally everyone alive.
Our community - the ones who are asking the same questions as us - is something different.
I don't have to build an audience.
I WANT to find my people.
Full text just hit inboxes if you're yet part of our little digital epistolary linguistic romance already. This is your jam and you're not signed up yet? Come join us!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Aug 24

The latest edition of One Word is about the titles we're given and the ones we give ourselves. It's a linguistic process that we are continually negotiating - and one that's taking up a lot of my mental space right now.
It's already in inboxes if you've joined the list! Word Nerds welcome: https://laraeastburn.com/oneword
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#oneword

Jul 12

"Exploit" just hit inboxes - and it may make you think differently about the word "leverage."
Not yet part of our little digital epistolary linguistic romance, friends? Come join us!
One Word is a series to examine, deconstruct & reinvent the received vocabulary of business and marketing.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#marketinglinguist
#businesslinguistics
#linguistics
#etymology
#oneword

Speak Human, Win The Internet.

We exercise responsibility in marketing through linguistic precision, social awareness, and radical inclusivity. Lara Eastburn is a Facebook & Instagram Ads specialist for smaller business & non-profits.