“The limits of my language mean the limits of my world.”

Aside from being one of Susie Dent’s favorite quotations, Ludwig Wittgenstein’s words are the foundation of successful communication. Possessing and using a good vocabulary is not only important in everyday use, but in business settings as well.

“Every business wants to conquer the world they operate in, and they need the right communicators to do it,” she says.

Dent, the language and communication expert best known for her role on the Channel 4 game show Countdown, believes precise, considerate language is essential to conveying the right message. It’s also the foundation of her 30-minute keynote, “Words That Work (and Those That Don’t),” that will be held at this year’s Promax Europe event in Amsterdam March 25-26.

But first, Dent spoked with Daily Brief via email to tell more about her keynote, the importance of cross-cultural messaging, and what led her to become one of the longest-serving members of Countdown.

DAILY BRIEF: When did you decide to make a career out of language?

I always assumed I’d only be able to use my languages incidentally rather than as part of my job, but my first job in publishing managed to combine my two loves—German and books. I worked for Oxford University Press as an editor on their bilingual dictionaries and later went on to work on English dictionaries. Only then did I discover the joy of word origins and the beauty of English vocabulary.

How has Countdown affected your career? What keeps you coming back to the show after 25 years?

I never intended to have a job on TV. In fact, when my boss at OUP (who provide the Oxford dictionary used on the show) asked me to audition, I said no—twice! But I am so grateful he finally persuaded me to go, as it’s been a joy from day one.

And the honest answer is I never get bored. As soon as the Countdown clock starts to tick down its 30 seconds, the adrenaline flows and I’m utterly absorbed. The format of the show is so compelling that, even in its comedy incarnation, the audience is trying to crack the numbers solution or find the longest word while having a good laugh.

Can you give any anecdotes where cultural or demographic differences have made it difficult to communicate? What are some ways to break down that language barrier?

There are notorious examples of brands who have made linguistic blunders with their advertising in other countries. My favorite is quite well known—Electrolux. Following the production of their most powerful vacuum cleaner to date, the company launched in Europe with the slogan ‘Nothing sucks like an Electrolux.’ You might think it’s a neat and pithy rhyme, and you’d be right.

The inevitable problem began when they decided to launch the product with the same slogan in the U.S., where ‘something sucks’ means it’s particularly bad and unpleasant! The obvious answer here is to be aware of linguistic nuances and, when in doubt, consult with a native speaker.

Another example is the word ‘ambitious.’ To a non-native English speaker, it has positive, go-getting associations. For a native speaker, however, ‘ambitious’ comes with some baggage. If you look at databases of the way we’re using language, you’ll see it crops up with such words as ‘ruthless’, ‘unsympathetic’, and ‘greedy.’ Once again, it pays to think twice, appreciate nuances, and consult locally wherever possible.

What makes precise language important in business environments?

Precision is everything, but that doesn’t necessarily mean that we need to keep things as short as possible. There is beauty and power in choosing the right word to convey exactly what you need to.

Imprecise communication flattens meaning. It can oversimplify and, above all, is less clear. Clarity and precision go hand in hand, and it’s everything a marketer should be striving for in language.

What made you decide to go into teaching and join the conference circuit?

It was all down to Miriam Staley, the MD of Leading Minds Worldwide, who approached me and asked if I’d like to turn my language skills to practical effect. Up until then, I’d concentrated mostly on the stories behind the words we use and the beauty of vocabulary we often overlook. It was Miriam who showed me that these are perfect starting points for helping companies achieve the best they can with the language they use.

With that being said, can you tell us a little more about what’s in store for your session at Promax Europe?

I’ll be giving examples of where language has helped, and where it has hindered. I hope to demonstrate that speaking with passion, and from the heart—telling stories, in effect—is where language can be most powerful. Those at the conference are effectively selling stories in their advertising by creating their own stories, and that’s a great skill that needs effective and powerful vocabulary.

I’ll also talk about how jargon, contrary to all expectations, can be a very good thing! I also hope to explain how some companies have established linguistic brands both internally and externally, which are crucial to their success.

What do you want people will take away from your keynote?

Smiles, food for thought, and an appreciation of just what the right words can offer (and what the wrong ones can take away!)

Join us at Promax Europe 2019 at Beurs van Berlage in Amsterdam to hear more from Countdown‘s Susie Dent.

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