But it’s not just about the content, not just what you say, it’s also how you say it.

How you talk, the choice of words you use, when and where you use them, and how often you talk all contribute to how you are perceived by your audience. It’s a hugely important aspect of how you communicate online.

For example, the difference between WE and I has a huge impact on how your messaging will be read. One is more authoritative and suggests a bigger organisation. The other is much more personal, and explicitly tells people that you are an individual.

Language choice can also help you connect with your audience, or make you stand out like a sore thumb. Different people talk in different ways, and use different words for the same thing. I talk very differently to my parents than with my friends, I have different styles of speaking when I’m talking to colleagues and to clients. And I change the words I use when talking to young children.

In order to have meaningful conversations with your customers, you need to speak the same language, and pick your words carefully.