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

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Jun 10

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In today's edition of 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙, I'm taking a look at how the word "ethical" is used in business & marketing. I propose that what’s ethical for you is going to be where you put down stakes in a landscape of endless tension.
The tension between reach and respect.
Between persuasion and manipulation.
Between what converts and what aligns.
Read the full thing (and meet George) 👉 Get 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙 in your inbox.
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword
#ethical

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Mar 25

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We're talking about YOU over on One Word this week. Often, when we lean too heard on I/You constructions, we inadvertently separate ourselves from the people we actually want to connect with. Where's the line, exactly?
If you're already subscribed, you know where to find it! If you're not, please join us!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

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Feb 11

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The latest "One Word" re-examines the word 𝒕𝒆𝒔𝒕𝒊𝒎𝒐𝒏𝒊𝒂𝒍 and takes a look at the arguments for and against using them in sales pages. (Of course, there's a fun fact about the word and testicles!).
This image shows one of the first product testimonials used in print advertising. A celebrity endorsement for London's Pears Soap from famed opera singer Lillian Langtry.
📬Get it in your inbox!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

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Jan 30

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The most recent "One Word" email re-examines what we might mean when we use the word "afford." This word is ANCIENT, y'all. Like Iron Age old. And the ways in which it has evolved have a lot to tell us about how we look at the resources available to us.
That's what we're dishing in the latest One Word. Join us!
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

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Aug 12

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The business world is all a-flutter with what it's calling "consent-based marketing."
And in general, I'm a fan. As a specialist in what I've termed "non-transactional list-building," I champion the cleanest kind of data collection there is - a list of folks that WANT to be on it.
But here's the thing. Consent is a LEGAL term - which means that it is in constant contention and exists in two distinctly different worlds.
𝗙𝗼𝗿 𝘁𝗵𝗼𝘀𝗲 𝗼𝗳 𝘂𝘀 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗶𝗻𝗴 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝘁𝗵𝗲𝗿𝗲'𝘀 𝗮 𝘄𝗮𝘆 𝘁𝗼 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝗰𝗼𝗻𝘀𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗔𝗖𝗧𝗨𝗔𝗟𝗟𝗬 𝗺𝗮𝗸𝗲𝘀 𝘀𝗲𝗻𝘀𝗲 𝘁𝗼 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲.
That's what I'm tackling in the latest One Word. Wanna join us? Well, come on over! We re-evaluate the vocabulary of business and marketing, one word at a time 👉https://www.laraeastburn.com/oneword/
#speakhumanwintheinternet
#adsthatmatter
#marketwithmeaning
#responsiblemarketing
#sustainablemarketing
#startwiththewords
#businesslinguistics
#linguistics
#etymology
#oneword

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Jun 20

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👉🏽 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

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May 6

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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

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Feb 28

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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

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Feb 21

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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

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Jan 17

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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

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Jan 2

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Nov 28

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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

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Sep 29

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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

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Sep 20

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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

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Aug 4

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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

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Jul 26

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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

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May 17

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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

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Jan 31

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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

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Jan 30

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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

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Dec 23

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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

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.