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?
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.