top of page
  • Onno

Don't let the gobbledygook take over!

When you send out an email, publish marketing content, or share a case study, does your customer see this: “gobbledygook”?

Chances are, yes! And just like that, your message has been lost.

We know that the key to effective sales is to have a relationship in which the client

  1. knows

  2. likes and

  3. trusts us.

But we often forget step 4:

The importance of being able to engage and understand.

In order to engage with our leads or clients, we need to know how to communicate with them. There are a whole host of services, theories and tools that can help us do this. And with time it becomes easier to do.

The real problem comes when we start to work with a new audience, or with an audience who speak another first language to us.

  • How do we adapt our communication?

  • How do we effectively engage with them?

In the event I ran last week we touched on some of these ideas within the context of marketing.

I’m a real advocate of using International English when working on projects that can be seen by an international audience because anything you can do to make you content easier for others is a good thing. And by learning how to adapt the communication style, we can do that.

Adapt your communication style and make your content more accessible to an international audience

Two Tiny Tweaks

Two key changes I suggest for your written content are:

1. Avoid phrasal verbs.

Instead of “Sign up for the event here”, use “Register for the event here”.

For a better explanation of these (including examples) read the post about them here.

2. Avoid idiomatic language.

With this one we should start from the top.

To get the ball rolling while telling you about this language, we can look back on some of the mistakes we’ve made in the past.

Actually, maybe we should show you this in a video, because actions speak louder than words.

And when we’ve done that, we can go back to the drawing board and think up some new ideas.

What's more, it doesn’t need to cost you an arm and a leg!

Do you see what I did there?

These beautiful phrases and examples of why language is so wonderful, phrases that we call idioms (or ‘idiomatic language’) are really common, but can be very confusing for those who speak English as a second or additional language.

So, by

  • becoming more conscious of the language we use,

  • paying attention to the phrases we include and

  • replacing them with simpler language,

we can instantly make our content easier for others.

These types of phrases are common when we speak or deliver oral content (so in presentations or meetings), but are also frequently used in social media content when we might try to sound more natural.

This written content can be anything from an email, to a website or your social media channels, to your marketing materials, or in presentations and proposals.

Stop your potential clients or leads from thinking what you’ve produced is gobbledygook and adapt it now!

If you want more tools or information around how you can make yourself more accessible for international markets or clients, contact me today and we can look at the best solutions for you.


Want more helpful advice and tips?

To learn more about phrasal verbs, read this article here.

To read more about your international sales strategy, try this one.

To think more about working internationally, you should read this article.

For anything else? Talk to me! I'm here to help.


14 views0 comments
bottom of page