Why Language Matters in Marketing

Last Updated: March 30, 2023

Marketing is about the product or brand message, and it can be spread in a number of ways. However, to be able to effectively convey the message that you intend to share to the right audience and at the right time requires a certain skill, and most of all, the right language.

The key to the correct dissemination of your business’s marketing message and brand details is definitely the language used. This article will show why marketing is all about the language and that you may need to adjust this language for each audience, product, country, and context to improve the resonance of your message.

SMS Marketing needs you to alter your language

A great first example of the aforementioned importance of language is the modern SMS marketing campaign. The messages need to be short. So, if your business is going to use SMS for marketing, you need to get the message out in the 160 characters provided.

You also need to ensure that you use the lingo used by those you aim to communicate with. Decide on a call to action or promotion and keep it simple. Then, try by all means to use the language of the recipient. There is absolutely no point in phrasing and wording the perfect message to customers or clients and then finding that the entire gist of it is lost in translation. Abstain from using emojis and characters that are foreign to the person receiving the message. This can serve the opposite of what the business wants and end communication, rather than fostering further communication.

Telephone and chat

Being able to actually speak to your customers in any way is an absolute honor and should be used as such, whether you use telephone contact to reach out to possible business opportunities or have a live chat on your site. Internationalization and e-commerce mean that you need to be prepared and many businesses find that they need to use a multilingual telemarketing agency to ensure that any integrated marketing and customer contact campaigns are conducted on the appropriate language. Yes, there is tech available that could translate, but speaking to someone in their own language speaks to the heart and will give the business the best chance of establishing and developing a customer relationship.

Website, who is your audience?

A web presence is great and social media is the number one way to build a following. You will need to know who your target audience is and be able to provide them with an experience, both shopping and social, that is what they are looking for. This will be predominantly based on communication and the ability to keep them interested in the articles, reviews, and stories on the website. Longer content requires more thought and needs to be tailored to the site’s audience. Furthermore, if the website and associated articles are too salesy, your visitor numbers are likely to drop and only include those looking to buy. This doesn’t serve to build a brand. The website should be a vehicle to create and develop a community around the product and service, including those who have bought, will buy, and perhaps will never buy but will speak and post about the product.


Regardless of the platform or product, the tone of voice needs to be chosen carefully. From the authoritative product or machine review to the sympathetic and understanding article on debt and budgeting advice. The manner in which you speak/communicate and write for people is all about the tone and making customers and clients feel included. The tone is generally what gives the company a personality. The words are important, but the tone in which they are said can alter and change their meaning. Practice and hone your business tone.

Technical speak to be kept for the stakeholders who understand

One of the biggest mistakes made by a lot of businesses out there is to use the product brochure to speak to their customers. Keep this for the tech guys and those in the supply chain who need to know. Your marketing must be about the key selling points and usability, and in today’s digital world, it’s about the chat around the product, the reviews, and influencing.

The benefits of using the right language for marketing

Using the right language for marketing does the following:

Prompts a response and, as such, creates a two-way conversation or communication. This is what any business wants and is the basis of a customer relationship.

Improves business connections. If your suppliers, buyers, and customers feel like you are speaking to them, and the communication is personalized and fits their specific profile, the business connection is a great deal stronger and, as such, reliable.

Conveys the right message. The marketing process is all about getting a specific message across. The aim is to ensure that as many people as possible hear the same message and are encouraged to interact with the message. Only the right language can do this.

Concluding comments

Language should be one of the main considerations when you decide on the range of your business. Where you sell, operate, and essentially advertise or market, must be based on the ability to speak the language of your customers or online tribe.

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