They Speak What??

Labhraíonn siad Cad é?

Are you finding it challenging to connect and engage in meaningful conversations with people these days? Or for that matter to just get a response from the other party? It can feel like we‘re speaking a foreign language, or the communication link is down.

At no time in mankind’s history, since the Lord scattered the twelve tribes, has language and basic communication been so complex and confusing. This presents a big challenge for many businesses attempting to enter new markets either regionally or globally that are not familiar with the local language, customs and preferences.

How do you communicate effectively and ensure that your message is heard by the target audience when there are so many language and communication variables to consider?

As written in song, “music is the universal language and love is the key”. However, in the business world, it is not that straightforward. There are 6,912 main languages and 39,491 alternate language names and dialects worldwide. That’s a lot to deal with when you are trying to strike up a conversation with the broader global marketplace.

The task becomes even more daunting when you include additional variants such as slangs and symbols (i.e. OMG, #hashtag, LOL), memes, industry jargon, acronyms and so forth. Don’t stop just yet … there is also a matter of how your target audience likes to receive communications from third parties – e.g., telephone, email, text, etc. It is easy to become disconnected, or feel like you are speaking in tongues when trying to make a connection.

Where’s the best place to start to overcome those language and communication barriers?

The key is to find common ground to enable communication to occur naturally and as seamlessly as possible. For this to happen you must first learn more about the audience you are trying to reach. How do they communicate today and in what form do they like to receive information from others? Also, what to do they like, or dislike when dealing with people outside their inner circle?

Next, what is top-of-mind for those remote prospects you are pursuing? Start with the obvious here. What do we all want, regardless of our spoken language or communication preferences? We all want more of something. We (they) want more customers, revenue, profits, free time, cool stuff, hair (oh that’s me!). You get the point. It sounds easy enough, but this will require some additional research on your part to determine the more.

After you have discovered the more, find ways to deliver it and to communicate out in a manner that will grab their attention. Your headlines, offer, content, call to action, and the frequency and consistency of your communications will help you “speak their language” and distinguish you from the competition. Above all, your message must be compelling enough to grab their attention, and keep them coming back for more.

Want to enjoy meaningful conversations with the broader marketplace? Then get above the noise and confusion. Find that common ground to help establish those seamless connections, regardless of the language, communication and media challenges of today.

Enjoy the journey (Jabulela uhambo)!


COPYRIGHT © 2020 John Carroll