Speak the Language

Communications can be mysterious - how can you best tell your story? how do you influence someone, how do you make the sale?

How often do you read a brochure or an ad or look at a Web site and roll your eyes or fall asleep while reading the verbiage? Probably too often.

A simple answer is to look at it from the standpoint of language. If you were selling a product or service to someone located in Italy, it might be good to know their language - sure, they could work at understanding English, but why take a chance on them missing some important nuance?

The same goes for our products and services. Our clients speak their own language, they value certain things and they articulate those things in their own way. First, of course, we need to learn from them so that we can better speak their language and use the phrases they are comfortable with. Then, we need to set aside our own language bias and speak to them in phrases, words that they are most comfortable with.


Barry LaBov, CEO
LaBov and Beyond
www.labov.com