Language has the power to change your consumer’s thoughts and experiences, and has even been linked to a growth in the cerebral cortex, which is associated with memory. On average, by the age of 20 it is estimated that we know around 50,000 words. In the media, many of these words are used to motivate an audience by influencing and persuading; in speeches, books, articles and adverts. By targeting their specific audiences, the words companies use have the power to influence consumers and affect their emotions. Therefore, this is an incredibly powerful tool when marketing your business and ensuring the words you use have the power to influence.

Who is your customer?

customerBefore you start brainstorming impacting words to use in your campaigns and websites, address the exact target group you are reaching out to. Countless campaigns are developed around the world, but the most successful use a customer persona to maximise their effect. This is done by considering their targeted audience’s wants and needs, in order to construct the perfect message. This can be tricky, especially if it is a large, diverse audience. But this is where simplicity is key.


The language used to describe and depict the company’s story must be able to draw in the people they are directing, but not overwhelm them. The story of what the company is about, what they do and what they are selling must be precise and effective end target without using a range of dense words that do nothing. Simplicity in slogans, adverts, and websites is probably the most difficult thing to develop. But most effective in achieving awareness and getting the consumer to remember their brand. An example of simplicity on a big-time scale is the McDonald’s slogan ‘I’m Lovin’ It’. This simplistic saying is repeated throughout their adverts in order to enable a diverse range of customers to become, and stay, aware of the brand.

Clarity of Language and Content

Whatever mode of communication you use, for example, social media, pick and choose the language with attention and care. When doing this, ensure you use meaning in the power of language you choose and more importantly, consider whether the person receiving it will understand it. So not only is the choice of language in your marketing important but the context behind the language. Delivering a key message in the correct location and environment depends on the power of the words used. Looking at the clarity of language, there is a link between language, culture and cognition. The power of words used in your marketing have the impact of portraying different messages to different audiences.


trustLastly, Trust is the final element that the power of language is able to portray about your company. The ability to use social media sites to share posts and links is a way of consumers showing trust in your brand. Edelman’s annual Global Trust Barometer reported that although the trust we put in to family and friends will always be on top (78%), the employees of companies comes in at third place (55%). This shows that using the power of the effective language within your company, consumers will view you from the way they have been informed and educated through the power of words.

So with whatever communication you use, be confident in the language you use and avoid weak words such as ‘may, could and should’. Remember to have a positive attitude! This will be easily transferred into the power of the words you use and the confidence you feel. Never underestimate the power of language in marketing, communications and business.