Words, words, wordsIn Hughes’ view, marketers have become too focused on creating visuals, to the point that television, the internet and even train billboards are oversaturated with images and video ads. As a result, the industry is neglecting the verbal side of advertising, even though so much of social media is text-based.
“We give away so much leakage when we talk or write or speak. If you can listen and know what you’re listening for, it leaps out, and that asks questions which will lead to a more effective way of creating empathy or communicating with that person or brand.” With this in mind, he launched Verbalisation eight years ago, having created a system to analyse language and turn that into usable insights. Hughes dubbed this process the Rapid Audience Insights Diagnostic system. Using this, Verbalisation’s team of psychologists and researchers can construct psychological profiles of a target audience, including their traits and the words they use, to be used as the basis for a new marketing strategy.