Words, words, words.

Did you know that your words, the words you use specifically, are words that have connection, emotion and meaning in your brain. If someone uses your words in front of you, you will feel more comfortable in their presence than a person who uses words that are a paraphrase of your vocabulary. In the 80’s and 90’s there were active listening courses that had people repeat back others ideas to them using paraphrased words and we now know this is a miss match an actually brings up people’s defenses because it appears we don’t relate if you don’t use the words that match our brain patterning.

If you are marketing to a particular group, you want to know what are the words are to access that group. For example, you are going to get an entirely different group if you market to “body workers” versus “holistic practitioners.” Similarly, individuals will buy an entirely different brand of toilet a paper based on the marketing words used for marketing that toilet paper.