In "The Uncommon Appeal of Clouds," Alexander McCall Smith explores the nature of words and their impact on our thoughts. He compares a word to a musical phrase that can linger in the mind, prompting us to repeat it. This notion reflects how language can resonate with us, influencing our feelings and actions. The author delves into the idea of how certain words can evoke memories or emotions, often leading to a kind of mental echo. This repetition can reveal our personal connections to language, highlighting the power of words in shaping our experiences and perceptions. Ultimately, McCall Smith celebrates the unique appeal and influence of language in our lives.