By bbr

by Sarah Warlick, copywriter and editor

Language gives us the power to share thoughts, dreams, feelings and observations. It drives business relationships as well as personal ones, and does much to shape our perceptions of others.

Our choice of words can deliver subtle messages masked behind the obvious ones as we talk to ourselves and other people. The words we use to describe ourselves contribute significantly to our self-image. We can say things that aren’t true in addition to using words that reflect our most deeply held beliefs. Language is fluid and malleable; it is a tool that lends itself to describing reality better than any other single human attribute. But in some very startling and real ways, language also creates reality.

Learning to rephrase your self-talk to frame your situation and your options lies at the heart of rational emotive behavioral therapy (REBT). The strategy is equally effective in a non-clinical situation. Simply altering the language you use in your mental conversation really does change your relationship with the issue at hand and therefore your outcome, whether you’re thinking of your current challenges, your history or your hopes and fears for the future.

Marketing is communication, and almost entirely based on language. Written, spoken and implied are your only real choices when it comes to sharing what’s best about your firm. The other forms of communication that humans use don’t really extend to your marketing options. At bbr marketing, we are quick to remind our audience often (or harp incessantly, if you must) about the importance of language: spelling, grammar, word choice…these are the things that define you as a company and a professional. Their effects simply cannot be overstated.

You may be wondering why we take such a strong stand. There is a popular argument that spelling and grammar are mere accessories, indicating nothing deeper. A few even claim that focusing on such surface niceties indicates a departure from the egalitarian ideal and smacks of elitism. We disagree. Language is a choice, to a great extent, and while we would never fault anyone for lack of education, learning disabilities or limited facility in a foreign tongue, we do expect people to use the language ability they possess well and judiciously.

It’s not just English majors and dedicated fault-finders that pay attention to your words, either. Wherever you go, you’re being judged by the way you use language as much as you are by the company you keep. And speaking of the company you keep, check out this funny but telling image. Google may not judge, but it most certainly observes the distinctions between people who use language in different ways.