There is a rule of thumb that says novelist make for bad copywriters. But that doesn’t mean a good copywriter can borrow a few tricks from the creatively inclined. Building a lexicon is a tool used by novelist in order to ground their characters and make them more authentic. It can be a fun exercise to focus your copywriting and add credibility to your brand. 

What is a Lexicon?

A lexicon is a term that refers to the vocabulary used by a collective group of people. This includes all the jargon, slang, and colloquialisms that are signifiers of that group. Simply, it is a list of words that are unique to a specific group.

How to use a Lexicon.

First you need to think of your demographic.

• Who are you trying to reach with your content?

Once you have identified this, it is time to do your research. This is the most extensive step of the process. Things to consider are, what kind of media does your target demographic consume? How do they spend their leisure time? What are some websites that they frequent? All of this information helps paint a broader picture of the person you are targeting.

Take a look at this example of a lexicon created by Isla McKetta. She created an exercise where her imagined demographic was teenage girls. Based on the criteria such as favorite TV shows, and websites and social media platforms she created a spreadsheet for easy reference. 

Image source: Isla McKetta, portent.com 

Notice that her example is well organized with the source and part of speech denoted. This will assure her she is not misusing any phrases or drawing from an invalid source. 

Authenticity.

The real goal of building a lexicon is to authentic yourself.

• See eye to eye with your audience.
• Speak their language. Having a common language goes a long way in building trust. The consumer is more likely to relate to your brand message if they perceive you as an insider.

There are additional benefits to organizing a lexicon. For one provides easy reference to a glossary of terms that you can pull from again and again. This will help you remain consistent in your branding. There also the added insight of actually getting to know the consumer better, not just learning their habits, but actually relating to them.   

For more marketing strategies we are here to help.