Language is a rich resource, full of deep insights into how the speaker, or writer
is thinking and feeling. What people say is often misleading – but how they say
it really counts. They can’t hide or manipulate this. But, because it’s both given
and received sub-consciously, these amazing insights are missed by traditional
research. But they’re there – right in front of you – every day.
When people match their language styles amazing things happen. For example,
when you’re starting a relationship.
Research into speed dating shows that couples matching their language styles
are 3X more likely to make a date than those claiming lots in common.
Have a think about that. It’s an extraordinary finding.
It means your own personal relationships are 3x more likely to be based on
language matching, too. At work, this means matching your
consumers’ language gets more of them to buy.
And the relationships that lasted were, again, 3X more likely in the couples
matching language styles. So matching your customers’ language also makes
them more loyal.
Knowing these things doesn’t just change the way a brand speaks. Visual language
also needs to match. This is especially important in digital conversations.
After all, with digital all you’ve got is what you look like and sound like. They
need to work together.
If you’d like to go a little deeper here’s video on the psychology of persuasion: