Language Matters When Pitching
If there is one thing I’ve learned as a business owner, it’s that language is everything. A tough lesson for a practical girl who believes in doing things because it’s common sense. Turns out, spin can help your audience experience a new perspective. And that can be a good thing.
When talking About Training, Marketing Applies
Diversity and inclusion policies are the right thing to do in every circumstance. Including women, traditionally marginalized individuals, and people of color will make your business stronger. There is no lack of evidence. So why is it not common sense to do it?
Often times, businesses contact me to conduct “Subconscious Bias” training. That’s fine as a D&I practitioner or Human Resources professional. The problem is the sell. The title of a Subconscious Bias Training tells employees that they have a problem in the title. Bias. They can infer that they’re biased. No one thinks they have it, and they certainly don’t want to admit it if they do. But the word “bias” places people on the defensive by assuming that they have done something wrong, and are now being dragged in for punishment.
“Inclusion” sends a different message. You’re a part of something. You’ve been invited, with the goal of inviting others. There’s no defensiveness or presumption of wrong doing when attending an “inclusive team building” or “inclusive leadership training.” The message is positive and embodies what is possible.
If you’re convincing leaders of action steps, language makes the deciding difference.
