Balancing Artistry & Authenticity
Poetry is powerful in business. Poets-turned-marketers can mix and match life, work, and creative purpose.
Photo by Kristin Molina
As a student of both poetry and marketing, I’ve learned that the best communication strikes a balance between creativity and clarity. It’s about using language in a way that is both evocative and effective without resorting to empty buzzwords or manipulative tactics.
Poets choose words carefully, considering their sound, rhythm, and connotations. Poets use metaphor and imagery to convey layers of meaning and emotion. And poets trust readers to interpret and connect with the work in their own way.
These same principles can be applied to business writing with a few key adjustments. Instead of obscure or abstract language, marketers aim for clarity and specificity. Instead of leaving things open to interpretation, we provide concrete examples and actionable insights. And instead of writing for self-expression, we write to inform, persuade, and engage our target audience.
But that doesn’t mean we have to sacrifice artistry for authenticity. The best marketers in the business write in a way that’s both creative and clear. Honesty and engagement can both be a part of capturing attention and communicating key messages. It’s about finding the right words to express your voice and perspective while respecting your readers’ time and intelligence.
Poet-approved alternatives to buzzwords
Instead of “leverage,” try “use” or “apply”
Instead of “in today’s world,” try “currently” or “now”
Instead of “unlocking secrets,” try “finding insights”
Instead of “hidden truth,” try “overlooked fact”
How can we balance artistry and authenticity in writing as marketers? We start by understanding our audience and our purpose. We use language that is both precise and evocative, painting a picture while still getting to the point. We avoid clichés and buzzwords in favor of original, memorable phrasing. And most importantly, we write with empathy and integrity, always keeping our readers’ needs and perspectives in mind.
If you consider yourself a poet in the business world, you likely have a unique opportunity to do meaningful work. By balancing artistry and authenticity, you can create writing that not only informs and persuades but also inspires and resonates on a deeper level. And that’s the kind of writing that stands out.
