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# Do your words inspire action? — Kelford Labs Daily
- URL: https://kelfordinc.com/do-your-words-inspire-action-kelford-labs-daily/
- Published: 2025-06-12T10:22:11.000Z
- Updated: 2026-01-27T13:14:01.000Z
- Description: So they know what to do.
- Author: Joel Kelly
- Tags: Daily Labs, categories, content, writing, clarity, specific, practice, action

I’m reading a book about the cognitive science of categorization and the most interesting idea so far is that categories imply *actions*.

So if we’re talking about toys and I say the word “ball,” you might automatically think of the word “bounce.”

If we’re talking about lights and I say the word “lamp,” you might think of “switch on” or something similar.

But notice that if I mention a broader category like “orb,” no action comes to mind.

If I get more specific and say “light bulb,” you might not know what you’re supposed to do with it.

**Think about that the next time you write marketing copy or content about your business, your category.**

Because if I say, “I fashion bespoke verbiage to accentuate your enterprise’s inherent appeal” you won’t have any idea what you’re supposed to *do* with that information.

Or if I said, “I do words for companies,” that doesn’t imply any action.

**But if I say, “I write custom marketing content that attracts your ideal clients,” the words I’ve chosen inspire specific behaviour.**

You might even think, “I *want* that.”

So go take another look at your website’s homepage. Re-read the opening words and ask yourself if they imply action, or if they’re too broad or too specific to tell the reader what they’re actually supposed to *do* with the information.

Find the basic-level categorizations that plant specific *actions* in the mind of your prospects.

**So that they know what they’re supposed to *do* with the information you’re giving them.**

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