Gruntled. Gloriously gruntled. Gloriously gruntled with gumption. Gumption for greatness.

Gobsmacked is okay – I mean, who doesn’t want their clients to be pleasantly surprised with the results of a campaign designed to grow their business? Growth, after all, is a minimum expectation. No matter how reasonable or how much they understand “the economy is rough out there” clients pay money to brand and advertise because they want to make more money. Maybe to advertise more. Maybe not.

But back to the “G” words. Gruntled is my new favorite.

It is the opposite of what can often happen. Disgruntled. That one conjures feelings of regret and angst in anyone working to bring more success to a business that trusts you. A person who trusts you. Because we all have bills to pay, right? I don’t want disgruntled clients. They are not destined to be clients for long.

So, why do we know the meaning of the word disgruntled, but not as readily as its root word gruntled? Was I concentrating on the negative? Not reading enough? Falling into cliches and worse – overused adjectives?

Adjectives are more than just the words on a menu that justify a higher number on the left-hand side. A cheeseburger is, well- it’s a burger with cheese. But a handmade cheese-stuffed succulent patty waiting to dance with your taste buds to the tune of an American cheese slice melody is, well…..more interesting, eye-stopping, and expensive.

It makes you feel gruntled to know you can order that AND get, not just fries, but home-cut, sea-salt-tossed moments of garden-raised spuds on the side.

Thawed or unthawed? I know what my dad says, even as I question his correctness, aka point out his wrongness. He knows what he means when he says unthawed. Most people do. My smart mouth correction is ignored…. as is my question of whether I should turn the AC up or down to make it colder in the house.

He is gruntled to use the word he wants. And to bug me a little. Beyond that, it’s all irregardless. Damn autocorrect wants me to say regardless. Not a chance.

We have a fear of speaking grandiloquently. Using big, fancy words few people know. I recently had this discussion with my well-read, well-spoken, most definitely quotable son. He shared with a group of long-time friends that he often struggled to use simpler words for concepts, philosophies, and ideas so as not to sound like a donkey. Donkey spelled with an ‘A”. He was gratified to be summarily chastised. “So, you are trying to sound dumb instead of precise? Most people want to sound smart. Why talk down? Don’t you want them to know you?”

He stopped doing that. And felt better. And more himself. Clarity can be achieved both by using simple language or spectacular language. Both is best. It’s knowing when each option makes you either an ass or an asset to any conversation, advertisement, or email that reflects on your motive.

One of my 4 brothers is an advanced care paramedic. He is supposed to use words I have no expectation of understanding in the hopes that his precise diagnostic information will save a life. He might say an acute ocular potential aura inducing primary cerebral discomfort. All I need to know is that yes, it’s a migraine.

If you grok what I’m saying, I know we’ve read the same book. And if we agree that 42 is absolutely the answer to all things I’m going to assume you somewhere packed a towel.

Language and our specific word choices make sure we are talking the same… well, the same language. I trust you and I’m interested in you and what you have to say and I love understanding exactly what you mean OR I want to understand what you mean and be part of the same group. The same tribe.

That’s why when my girlfriend told our Gal Group of Golfers that she was gruntled to be invited we all stopped and laughed and embraced being gruntled along with her. What a great word! I realized I wanted to use that word in an ad for a client who would also pause and laugh and realize it was indeed a superior bit of language.

It’s the kind of word when a listener hears it, a reader reads it, or a blogger blogs it, the business will know they heard it. They will be gruntled to know their ad was heard, read, and seen.

Which doesn’t mean the business has a new client or has sold something. Yet.

But this I know to be true. My gruntled client will be remembered and thought of. Hopefully first. When the listener, reader, or watcher finally, eventually, needs their product or service. Or when someone they know does and asks for their recommendation.

And that is something to be gruntled about

I wonder whose poised-for-growth business brand out there is ready to be beyond gruntled by an ad I write?

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