They’re only words!

13th December 2019 |   Roger Brooksbank

In the digital era, perhaps more than ever before, it is becoming increasingly apparent to advertisers that they must carefully consider what vocabulary will most likely resonate with members of their target audiences in order to communicate effectively with them. Should salespeople be following this lead?

They’re  only words!

Some ten years’ ago I authored a book featuring 52 separate selling skills.* One of these skills focussed on “mirroring the customer’s personal vocabulary” in the interests of communicating more effectively with them as an individual. However, back then, little did I realise just how important this skill, or at least the principle behind it, might become as a mainstream selling tool – albeit within the wider world of digital marketing.

Certainly, as the new era of online marketing and “storytelling” gathers momentum, it is becoming increasingly apparent to researchers, scholars and practitioners alike that a well-matched vocabulary is one of the golden keys to ensuring that a message will resonate with members of a target audience.

Associate Professor of Marketing at the University of Waikato | + posts

Roger Brooksbank BA, MBA, Dip M, PhD is currently Associate Professor of Marketing at the University of Waikato, New Zealand, with previous experience as a sales executive, sales manager, sales and marketing manager, marketing director and business owner. His research interests lie in all aspects of strategic marketing and business competitiveness and he is the author or co-author of over 200 publications in these areas, including six books. He has also acted as an independent marketing consultant, seminar leader, conference speaker or sales trainer to more than 90 clients throughout Europe and Australasia in both the private and public sectors. In his role as a professional educator, Roger has taught a variety of marketing courses at all levels and he is a recipient of his School’s Outstanding Teaching Award.