OK, it does matter a little. Sometimes more than a little. But when it comes to marketing and sales speak, what you say has little to do with your success. Chances are what you are saying right now is close enough to the best way to pitch your goods.
You can improve the nouns and verbs you use, but you probably won’t see that much different in the results that you are getting.
That’s because what you say doesn’t really matter.
It’s how you say what you want to say that matters.
Most of what you say will get ignored, reframed, explained away, or downplayed by the person listening to you. Because they have their own agenda, the words you use don’t really matter unless the persons listening chooses to let them matter.
It all goes back to how your brain is wired to work. Despite how advanced our technology has become, the brain inside your head is brilliantly primitive.
There are really only three ways that our brain handles any information that it receives:
- If it’s boring or expected, the brain ignores it.
- If it’s too complex, the brain dramatically summarizes it.
- If it’s threatening, the brain makes you fight or run.
So what you’re saying doesn’t really matter.
Especially if the brain in the person listening to you is feeling threatened or fatigued or flat-out bored. You lose.
So how do you change this? How do you say what needs to be said in a way that gets the right people to listen without their brain killing your sales speak a few millisecond after it leaves your lips?
(It’s certainly not easy. And it probably feels awkward at first.)
But here are a few ideas to help you manage brain parts and conquer better;
- Ask more questions than you make statements.
- Don’t pretend to be somebody that you’re not.
- If things “don’t make sense”, say so.
- Talk about the “elephant in the room” first.
- Look between the lines for personal issues.
- Care on the inside.
You’ll do just fine.
Even if what you say doesn’t matter after all.