to sell ideas
What is the power of language? Faced with such a broad topic we made sure we spoke to people from a range of backgrounds with very diverse audiences and challenges;
a linguistic s expert a slang lexicographer
a slam poet
a 'youth media queen'
a broadcaster
All very different perspectives but we discovered they share a common goal; to harness the power of language in order to sell ideas…
Perhaps the greatest enemy for them and for us all, is being ignored by the audiences we need to reach. Language can be the key to help us cut through and differentiate our message and influence people. However, there is no magic bullet, no one size fits all toolbox of words guaranteed to create the impact we want with our internal and external audiences. Instead we need to put our audiences first and tailor our language to them. But how?
What we’ve learnt about the Power of Language Powerful Language is... ...seeing things through their eyes, not yours • • • •
What do your audience want? What do they care about? What motivates them? Can we target them better through their interests rather than demographics Don’t focus on the outcome you want, think how they will read your words Get someone else to look at your language with fresh eyes
...rooted in areas of energy • • •
Focus on problems, issues and areas of passion Get under a subject’s skin Trigger emotions, they create their own energy
...constantly pushing the boundaries • • •
Language is in a constant state of flux and the pace of change is accelerating Traditional boundaries don’t apply and inspiration comes from unexpected places So we have permission to seek new, interesting and provocative language
...authentic • • • •
Authentic language breeds respect and trust But with language so fast changing and hyper localised it’s hard to stay up to date with how your audience speaks So it’s often better to stay true to your own voice and not mimic your audience And you can capture the spirit of their language, even if not the exact words
• • • •
Challenge, probe and ask questions to get people thinking It’s better to not always make sense… draw people in Be balanced and give different points of view, don’t always have all the answers Leave your audience with something to do
...not having all the answers
...accelerated by performance • • •
Its power is accelerated by where, how and by whom it is delivered Think of yourself as competing, you are trying to win someone’s attention How can you deliver your words as powerfully as a slam poet?
ESS N R A H AM E T R U O DY 14? N 0 A 2 U N I O Y E L G HOW WIL WER OF LANGUA THE PO
6th Floor 103-113 Regent Street London W1B 4HL Jonathan Williams +44 7734 563 541 jonathanw@mash.uk.com