Member Article

Communicating using everyday and emotional language

A technique scarcely used by marketers when writing their copy, which builds a connection between the target customer and brand, is the use of everyday language. People’s natural drives are not mediated by polysyllabic conversations and byzantine sentence structures, they rely on words whose meanings are immediately clear and don’t offer confusion (see what I mean?!).

So many emotions people experience can be triggered by short simple phrases. ‘I’m worried about you’, ‘I hate that’, ‘She’s so brainy’. What emotions do those words bring? Concern, disgust, jealousy? And, here’s the really important part to this blog…everyone responds to it!

We are all marketing, advertising, promoting and selling to human beings which means we are selling to people guided, if not driven, by their emotions. There was a time when it was deemed this type of language was too soft and fluffy and would only work with ice creams of toys. Happily for marketers, this mind set is changing and there are now many B2B companies who are understanding their customer are the same people who are buying the ice creams and the toys!

Is it really too hard to imagine a B2B marketers working at an ICT company that uses a subject line reading ‘David, fancy a game of golf next week?’ Possibly the best thing about what I’m telling you here is that I’ve used this method as part of multiple campaigns over the past 18 months and have found plenty of success.

Next time you write copy for a marketing campaign, really think about the language you use. Try to implement everyday language into your copy that will connect with your target audience. We’re all people and we all appreciate open honest communication!

This was posted in Bdaily's Members' News section by David Elvis .