Copywriters, Use the Words Other People Use, Not the Ones You Use

Do you know what audio theater is? Does it make you think of something to do with speakers at a movie theater? Or maybe it’s a subset of home theater equipment. Or maybe you’re supposed to go to a play and shut your eyes.

It’s none of those. It’s what we used to call radio theater. (Or radio theatre, if you’re Canadian or British. Or a snooty purist.)

Decoder Ring Theatre cast

Cast of Decoder Ring Theatre, an audio theatre company in Toronto.

You know what radio theater is, right? Remember when Ralph and Randy sat in front of the big giant radio and listened to Little Orphan Annie? We all know what that is, even the people who only hear about it from their grandparents.

But the people who actually do radio theater want to call it “audio theater” instead. Why? Because people don’t listen to the plays on the radio anymore, they listen to them on CD players, iPods, computers, car stereos, etc.

So in order to be more accurate, they changed the name of the art form to more accurately reflect what it is that they produce.

And lost out on a large portion of their potential audience.

There are still plenty of people who used to listen to radio theater with money to spend, but they don’t spend it on the entertainment form from their childhoods because they don’t know it’s called “audio theater” now. Companies like Decoder Ring Theatre have worked hard to overcome this hurdle by being one of the most progressive and dedicated audio theatre troupes I’ve ever seen, embracing social media and Internet marketing, as well as podcasting. (Full disclosure: Decoder Ring Theatre produced and aired six of my Slick Bracer radio plays this summer.) But a lot of other companies have only seen a fraction of this success, and I believe it’s primarily because of this language disconnect between what is “correct” and what is “best.”

How many times have companies harmed their marketing efforts by insisting people call a term by what they want to call it, not what the customers want to call it? How many times have government agencies lost the respect and credibility they worked for, because someone who knows nothing about public communication insisted the agency use the accurate term, not the best term? How many news programs get laughed at because they try to change the commonly accepted term to something that better suits their political biases?

  • An agricultural equipment company I know calls its products by the term they want to use, rather than the more common term their customer uses. This is evidenced by the 1,200 Google searches for their term, and the 20,000+ searches for the common term. While they may rank well for their chosen term, they don’t rank at all for the term their potential customers are using nearly 8 times more often.
  • When the H1N1 epidemic flu first started, the public was calling it “swine flu,” but the media managed — with a lot of work — to get people to start calling it H1N1, because it was harming the pork industry. But the government agencies wanted to call it the human flu, and flu pandemic. Regardless of what they wanted to call it, the media ignored them
  • Fox News’ insistence on calling suicide bombers “homicide bombers,” as per the Bush White House, made them a laughing stalk among journalists and news watchers.

If you’re not sure whether people are using your terms or theirs, go to Google’s Keyword Tool and put in your term and any industry terms you can think of. See which terms have the most global (worldwide) searches and the most local (US) searches. The ones that win are the ones most people are using, and the ones you should be focusing on.

Update: Deleted “Audio” from “Decoder Ring Audio Theatre” above, because despite being a loyal listener for 5 years, and now a contributor, I still can’t get their name right.

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    About Erik Deckers

    Erik Deckers is the President of Pro Blog Service, a content marketing and social media marketing agency in Indianapolis, IN. He co-authored three social media books, including No Bullshit Social Media with Jason Falls (2011, Que Biz-Tech), and Branding Yourself with Kyle Lacy (2nd ed., 2012; Que Biz-Tech), and The Owned Media Doctrine (2013, Archway Publishing). Erik has written a weekly newspaper humor column for 10 papers around Indiana since 1995. He was also the Spring 2016 writer-in-residence at the Jack Kerouac House in Orlando, FL.

    Comments

    1. Ha! It’s true!

    2. Gregg,

      You’re right that having “radio” in the name doesn’t give them an advantage over you, because you guys work your asses off in making sure people have heard about you. I think more people know what “audio theater” is because Decoder Ring makes sure they know — more than the other audio troupes out there.

      However, I think the term audio theater has created a lot of confusion because the listeners didn’t start calling it that until the producers started calling it that. But not everyone has caught on.

    3. Hey Erik, thanks for the plug.

      Technically, name doesn’t include “audio”, it’s just Decoder Ring Theatre, but our podcasts are usually tagged with audio drama, radio drama, radio theatre, radio theater, OTR, radio play, full cast audio, audiobook, pulp, superhero, comics, comic book, detective, mystery and adventure… so if people can’t find us with any term they choose to use, I question what term they might be using.

      There are one or two companies out there producing original audio that do have “radio” in their names and self-describe as radio, and I don’t think it’s helped them out-draw ours.

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    1. […] Copywriters, Use the Words Other People Use, Not the Ones You Use « Professional Blog Service… Organizations that insist on using their own terms and keywords, instead of the ones their customers are using, are going to lose out both in search and conversations. Source: problogservice.com […]