Words into Reality – Why Target Experiences, Rather than Truths?
Keywords – Discourse – Discursive Processing
This might be the hardest blog we have published on Marketing Voice so far.
Not hard from a conceptual perspective, but along the lines of being a challenge to connecting it with behaviours that are taken for granted in business. Let’s dig in.
Limitations of Words
Spoken and written languages exist for a single reason – to provide the tools to express. And, in all fairness, language doesn’t do this too well, even in day to day life. A single sentence can be taken in multiple ways, leading to confusions and divided understandings.
Translate this into business, and we are dealing with a different animal altogether.
Increasing Complexity in Business
Let’s clarify one thing. Businesses are not solely based on feelings. There is still the need to convey the right meaning.
No matter how deep you go into a topic, you still need to find the right words to provide the discourse for the situation – a descriptive and inference-based conveyance.
This challenge of discursively analysing topics is becoming a greater problem on a daily basis because of an increasing use of technology across all businesses. We have talked about how simple ideas go far before, which you can check here. But, ideas are simplified through the right form of discursive processing – through the use of right words to explain complex ideas.
Adding Words to Reality
You can take multiple angles to tackle this problem of finding the appropriate discourse.
Generally, people take a modernist; in the form of processes and definite explanations; or structuralist; in the form of building sequences; angle on discourse. But, with a deeper understanding of the human involvement, e.g. your employees or target audience, we suggest a postmodern intake.
A postmodern perspective provides flexibility in terms of deriving meaning from topics and discussions. It simply accepts that humans are semi-rational, and therefore, an interpretive understanding is far more human.
And, in order to do so, you need to accept that when humans are involved in any process, a single interpretation is almost impossible. Your business, whether it’s products or services based, will be viewed in a different light by different sets of groups. Your interest, therefore, should be in the kind of experience you are trying to create, rather than into the discursive process itself.
(I keep telling people to dig a step deeper. And, do the digging, until you can’t dig deeper or when it stops benefitting your business).
Importance of Fluidity in Business
You simply need to be more fluid with your stance.
You are not seeking the truth by applying this process, instead you are seeking the reasons for why the truths exist in the first place. And, then use that truth to enhance your business.
Once you start putting words to enhancing the truths, you have found your answers to business challenges.
Don’t just find out what people want. Find out why people want it, and by applying that understanding to your business, you will sell even more of the thing you were selling in the first place.
Use your ability of discoursing to tackle the feeling that triggers the sale. As simple as that (or as hard as that).
And, if you need help to add the discourse to your business, get in touch with us today.