Whether we’re simply conversing with our friends or striking a multi-million dollar deal, our connections with people are formed based on how we communicate with one another. The power of words is paramount in the corporate world.
However, when it comes to the world of sales, persuasion tactics determine a company’s public image and a consumer’s perception of a company or an individual. How words are equipped can strongly influence a customer’s point of view.
Most persuasive communication occurs in the form of advertisements. Ensuring that a target audience retains a particular text or poster’s intended message must be a marketing team’s primary focus. Figurative language and literary devices often add an element of fun to an informative piece or infographic. The use of puns or irony adds a touch and sense of humour, while alliterations and tongue twisters ensure an audience can’t forget a message. Similes and personifications, in fact, help people understand and relate to the content!
Language and linguistic features are so diverse that there isn’t a “right” way to express yourself, an idea detailed in linguistic relativity. However, since the pen is mightier than the sword, it is essential to remember that while crafting and sharing a message, they should hurt no one’s sentiments intentionally or unintentionally. A wrong word or phrase can drastically impair a firm’s reputation, and it’s often tough to recover from even a slip of the tongue, especially in the 21st century, where every statement is scrutinised through incessant rounds on social media.
Another faux-pas would be mixing up words in translation, also known as faux-amis: words that sound like what they’re supposed to mean but have a different meaning! Since this is one of the most common errors when translating from one language to another, the meaning can drastically change from one region to another. Multinational companies (MNCs) need to be most mindful of this while addressing their varied audiences. In English, for example, the word ‘supporter’ means someone ready to help or assist, whereas the term ‘supporter’ in French means ‘to tolerate,’ and often with a negative connotation.
Words can make or break public opinion when it comes to marketing and communications. Whether or not a company uses the power of words to their strategic advantage is their call! As consumers, we subconsciously pay attention to every little detail. The use of fonts, colour, comments, ideas, and more! A company can wield our attention if they are just able to achieve the right combination of words and persuasion.
