$11,200,000

“How much?!!?! You gotta be kidding!”

That was my response when I learned the cost of one minute of advertising for Sunday’s Super Bowl. Yep, $11,200,000 a minute! (For those like me who are unaccustomed to such large numbers, that’s $11 million, 200 thousand!) That’s a lot of money, and it’s the price that advertisers paid to get your attention and deliver their message.

Advertisers know that messages are powerful. They know that presenting the right message at the right time in the right way to the right demographic can cause viewers like you and me to fork over our hard-earned money – be it $1.85 for a bag of Cool Ranch Doritos or $185,000 for a Porsche Taycan Turbo S. They know that the return on investment will justify spending their money to get ours.

The advertisers are right. Commercial messages are powerful. But how about other kinds of messages? A word, a look, even a casual comment can make an indelible impression on the person to whom it is directed and can make an immeasurable and lasting difference.

Messages have the power to influence thoughts, feelings, decisions, even the trajectory of a life. Has there ever been a time when you received a message that impacted you in a significant way? Even if it happened years ago, I’ll bet you remember it to this day. Perhaps it came from a parent who said, “I believe in you.” Or maybe a teacher who commented, “You’ll never amount to anything.” Possibly a coach who told you that you were a winner. Maybe a mentor who recognized your ability as a leader. It could have been a boss who never said a word to you except to criticize your work. Maybe it was that mean girl who sat next to you in 6^th grade who said you were fat and ugly. (You might not remember her name, but you remember the words and how they made you feel.) Perhaps it was a counselor who said, “I can help you”, a hiring manager who discounted your ability and denied you a job, or a stranger who yelled obscenities at you in a parking lot.

Words matter. A sincere, encouraging, loving message can positively change the course of a life or career. It can yield benefits that can’t be measured in dollars and cents. And, in like manner, a negative, demeaning, demoralizing message can shatter or destroy a person’s spirit.

What are your words worth? Far more than you realize. That being said, what kind of messages are you delivering to the people around you? Are they uplifting, inspiring, affirming, or are they harsh, thoughtless, critical, mean-spirited? The right message presented at the right time in the right way to the right person can be powerful, lasting, even life-altering.

$11,200,000 a minute. When you stop and think about it, that’s an insignificant investment compared to the power and value of the messages you deliver to those in your sphere of influence. By next month, most folks may not remember much about a Super Bowl commercial, but your words may impact them for years to come. Spend your words well. They’re priceless. No kidding.