Mind your language. Remember what your mother said

Mind your language. Remember what your mother said

History has shown how the most compelling political and religious leaders understood exactly why it is so important to speak to people in their mother tongue. And why it is important to use relatable, colloquial language that fits the profile of the audience and the context of the subject.

Nelson Mandela explained it perfectly, "If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart."

Not many countries have as many official languages as South Africa’s eleven (although probably more do than most people realise). But, almost every country has large groups of people whose first language that are not the official national language. For example, over 25% of the population in California, the USA’s most populous state, speaks Spanish.

Most people’s dreams and thoughts are primarily processed in their mother tongue. The initial words we hear in our earliest formative years make an indelible impression. It is therefore logical to assume that the easiest way to influence a person, at a subliminal level, is by talking directly to them in the language that has the least filters.

What language do most people revert to in their moments of sudden fear, instinctive anger, or wild passion?  The strongest, instinctive emotions are usually best expressed in one's mother tongue.

Effective international marketers know this, if they want to convince somebody about any subject that raises strong emotive issues.  This includes subjects that touch on, for example, security, maternal instincts, self-worth, self-preservation, love, lust, or even pride. It's easier to excite someone's imagination in the language they instinctively revert to, no matter how many other languages they may have subsequently learned.

What language do you have second thoughts in?

It's paradoxically simple to make something complicated in any language. But most people are more relaxed and reassured in their primary language because of their heightened level of understanding. After all, accurate knowledge empowers people to make the right decision. This is why there is increased pressure from many governments for legal contracts to be written in more relatable language. It stands to reason then that if you have some news that could change somebody’s life you should say it in plain language, before they jump to the wrong conclusion. And, to ensure people really understand, it helps to speak in the reassuring comfort of their mother tongue.

Avoid getting lost in translation

Just as most jokes are usually best appreciated in the original a direct word-for-word translation may lose the meaning, as well as the intention, of the original script. A badly translated payoff line, for example, can alter the perceived image of a brand. So, if you have something important to say, whenever possible, say it in a context that your audience can immediately relate to - and make them smile even more.