From: Allison Klein Backer <allison.klein@thredup.com>
Date: Tue, Feb 22, 2022 at 7:00 AM
Subject: CEO Guest Musing: The Power of Language
To: Team thredUP <team@thredup.com>

Hi, everyone! 

Anthony sent me an email recently with this CNN headline as the subject line: “Diet” soda is disappearing from the shelves. And with it he sent a quick note, “The words we use really matter, especially to younger shoppers.” My initial thought was, “Yes!,” feeling a nice validation that my job has a purpose. My second thought was, “Even though the nineties are back in fashion, thank goodness fat-free cream cheese and Olestra potato chips are not.” 

But it really got me thinking (even more than I normally do) about how we choose our words. Words create powerful narratives. They tell stories, they reflect and shape our thoughts, and they can instantly flip a switch in our brains. In the CNN article, the writer speaks to “zero sugar” having replaced the word “diet” for many no-calorie soft drinks. Even though people still want a drink with less sugar, they don’t want to be associated with the negative connotations of being on a diet. In other words, words matter. 

I was in Vegas a couple of weeks ago with my mom and we were looking to grab some dinner before a show at Mandalay Bay. As we traipsed through the casino, I saw a sign that said “Food Court.” I started to head over, but I could tell my mom was hesitant. Then we got to another crossroads, with a sign pointing toward “Restaurant Row.” This time my mom spoke up, “I’d rather go to restaurant row than to the food court.” The term “Restaurant Row” signaled exactly what my mom was hoping for—relaxation and a bottle of wine. We headed straight there. 

Every day, as a copy team, we make intuitive (and data-backed!) decisions on voice and tone, carefully selecting the “right” words depending on placement and context. 

When it comes to the product journey and getting our customers to convert, it’s about being as direct and clear as possible, guiding them through the specific actions we want them to take. Use relatable language everyone understands. Be consistent. Use as few words as possible to get the point across. This is how we think about transactional copy. 

When it comes to the overall brand experience, it’s about making sure our personality comes through at every touchpoint. We want to keep our customers engaged and feeling good about their choices. Bring our value props to life. Surprise and delight. Make it fun! This is how we think about editorial copy. 

Here are a few examples where the “right” words make a big difference. 

LET’S GET THRIFTY

At some point in history, not too long ago, being thrifty meant you were prosperous and successful. It was (and still is) a lifestyle. Originating from the Old Norse word for thrive, thriftiness can be defined as the opposite of being wasteful, regardless of resource. Being thrifty means you’re smart, not cheap. 

So by replacing “shop” with “thrift”—and shoppers with thrifters—we’re telling our customers they’re doing something good for their closets, their wallets, and the planet, while creating a sense of community and belonging. These days especially, you might feel guilty for shopping and consuming, for contributing to climate change. But switch to thrifting, and you’re actually doing something GOOD, while still getting what you want. 

MAKE IT A CLEAN OUT  

On the supply side, we’re moving away from the concept of “sell” and fully embracing the “Clean Out.” Sell implies a transaction—I give you something, I get something in return. Getting paid out and making money immediately come to mind. Clean Out shifts the focus away from payouts/earnings and towards the convenience of our service and the life-changing magic of editing your closet. It’s also ownable to thredUP and aligns more closely with our overall supply strategy. Sell is also limited to our standard kits, while Clean Out encompasses both standard and donation kits. We’re currently testing this change in the main navigation! 

UTILIZE GENDER INCLUSIVE LANGUAGE 

As part of our work on the Diversity, Equity, Inclusion, and Belonging (DEIB) committee, we’re encouraging everyone to replace gendered language with gender inclusive language whenever possible. When appropriate, use they/them instead of she/he.

In general, when speaking about our customers/users/thrifters/suppliers

Use:

When our customer is shopping on our site…

We think our users will love this new product feature. 

This sale includes all their favorite categories.

Instead of:

When she’s shopping on our site…

We think she’ll love this new product feature. 

This sale includes all her favorite categories.

Language, like life itself,  is not fixed, but fluid. That’s what I love about it. Just as thredUP has a brand voice, so do each of us. How you write a text or a slack, or how you use correct grammar or you purposely don’t, is quintessentially you. Similar to the clothes you wear, your words (and emojis) are an expression of your personal style. 

If you have any questions or thoughts about copy, feel free to reach out to myself or anyone on the copy team. For more info about thredUP’s DEIB efforts, please email deibcommittee@thredup.com.  

Have a great day, folks! :) 

Allison Klein Backer (she/her)
Editorial Director, Brand and Resale-as-a-Service (RaaS)

thredUP

Thrift Loudly