Like millions of people around the world, I mourned B.B. King’s recent passing. We will miss his soulful voice and the unmistakable cry of his guitar, Lucille. He taught us about the blues and its power to express our most deeply felt emotions.

In many of the obituaries written about King, the headline played off the title of his great hit song, “The Thrill is Gone.” But as I read the accounts of his long life and career, I couldn’t help thinking that B.B. might have taught us another type of lesson, although one that was probably unintended.

I’m thinking about the word “thrill,” and how it is so commonly used in today’s business communications. We magazine editors often encounter it in the quotes from corporate executives that are contained in press releases and other marketing materials. This week alone, I received announcements from two different optical companies that offered “thrilling” news. In one, a marketing manager said, “We’re thrilled about this partnership…” In the other, a business owner said, “[Our company] is thrilled to provide our technology and services for customers…”

There’s no reason to use such hyperbolic language in everyday business communication. Using a “power” word such as thrilled in a mundane way diminishes its impact. The same goes for “amazing,” which seems to be everyone’s go-to adjective these days. When the right occasion for using a power word does occur, it may not resonate with readers because they have been overexposed to it. It’s the semantic equivalent of crying wolf.

The King of the Blues knew the power of words and when to use them appropriately. When he sang, “The thrill is gone,” you felt his heartache and loss.

The next time you have to write a press release or make a presentation, try not to overpower your audience to make your point. If you choose your words carefully, you’ll have a better chance of connecting with people. B.B. King certainly did.

Andrew Karp
Group Editor, Lenses and Technology
[email protected]