Did you know there are multiple communication languages of the mind? According to a heavily researched theory by Wizard of Ads™, Roy H. Williams, there are 12 different types of languages. Each one of these languages is responsible for a different type of thought or analysis. For example, we process analytical thought in the language of numbers and philosophical thought in the language of symbols. Signal contradiction and signal reinforcement are two other important considerations when exploring the 12 languages of the mind. Signal contradiction is responsible for processing information against our beliefs or expectations. On the other hand, signal reinforcement is responsible for processing information that confirms our beliefs or expectations. Understanding the 12 different languages of the mind can help us better understand how people think and process information. Armed with this knowledge, you can create more persuasive communication. It will also help us learn new information more effectively. Some languages are more complex than others, but they all play an essential role in how we think and communicate. They also help us see the world from a uniquely new perspective and improve our influence with others. Each language has its unique rules and syntax to follow to communicate effectively. In this series of four articles, we'll explore the 12 languages of the mind in more detail. This article, in particular, will focus on the language of numbers, colors, and phonemes.
Perception and Comprehension
You can think of the 12 different types of communication languages as 12 ways to influence effective communication. Each of these languages is a single, separate communication channel in mind. Every idea elevates your creative expression. Whether that creative expression is wrapping a truck or selling an air conditioning repair or replacement. The 12 languages will make you better at communicating what you do. And when you interchange all 12 ideas in different combinations, the result are both powerful and elegant. How is your company communicating? As you read the next 4 articles, try to hear the 12 different communication languages in use in your marketing strategy. Alternatively, it may be an opportunity to consult with Wizard of Ads®. We specialize in creating communication strategies that are memorable, persuasive, and get results. Book a call.
Definition of Terms
Before we get into the nitty-gritty of the first three languages, it's pertinent for us to explain the definition of perception and communication. Why? We often use the language of numbers, colors, and phonemes in perceptive communication. I'll elaborate further on this later, but for now, let's focus on the definition of these two key terms:
- Perception
According to the great Roy H. Williams, Perception is the _"conscious awareness of a sensation and interpretation of sensations." In other words, it's what we focus on while looking at stuff. It's the ability to see, hear, smell, taste, and feel sensations and interpret them as if they mean something. We use our senses to perceive the world around us. How we interpret these sensations allows us to make sense of the world and communicate with others. Our sense organs (eyes, ears, nose, mouth, and skin) create sensations when stimulated by external stimuli (light, sound waves, smells, tastes, and textures). These stimuli convert into electrical impulses that travel to our brain, which interprets them. Our brain constantly processes this information and predicts what will happen next. This ability to make sense of the world around us allows us to interact with others and communicate. It's also what enables us to understand and use language. The interpretation of sensation is not always accurate, however. Our brain can sometimes trick us into perceiving things that are not really there or believing something that isn't true. That is why we should question everything we think we know and be open to new ideas.
- Communication
Roy H. Williams says great communication is, “a successful transfer of perceptions to another person." That means communication is not just about sharing information but ensuring the person understands the content and intent. It can be challenging to communicate effectively, especially when conveying something abstract or complex. That is why it's crucial to use clear and concise language and provide examples whenever possible. There are many different ways to communicate, including verbal (spoken), nonverbal (body language), and written communication. Each has its strengths and weaknesses, so choosing the correct form of communication for the situation is critical. Verbal communication is often considered the most effective but can also be the least reliable. That’s because words can be misinterpreted, misheard, misunderstood, or forgotten. It's crucial to choose your words carefully when verbally communicating. This ensures that the person on the receiving end understands what you're saying and why you’re saying it.
“People don’t buy what you do, they buy why you do it.” — Simon Sinek
Body language is another form of communication that can be very effective. It can include facial expressions, gestures, posture, and even how we dress. Like verbal communication, people can easily misinterpret body language. It's essential to know the different ways people communicate nonverbally without assuming the interpretation is completely correct. Experts often consider written communication as the most reliable form because it leaves a paper trail. It can be helpful when you need to remember something or when you want to make sure that your meaning is clear. However, you can also misinterpret the intent, emotion, and scope of written communication, therefore carefully choosing your words is critical.
There are various ways to communicate, and the best way is often a combination of the 12 languages. When communicating effectively, it's essential to be aware of the different ways people communicate. Use the best form to get your message across effectively.
The 12 Languages of the Mind
There are 12 communication languages, known as the 12 Languages of the Mind. They are:
- Numbers
- Colors
- Phonemes
- Radiance
- Shape
- Proximity
- Motion
- Taste
- Smell
- Feel
- Symbol
- Music
Some of these languages are more complex than others. For example, numbers and colors are a complex system of symbols that we use to communicate basic information. On the other hand, taste is a more simple system of perceptions that we use to communicate the language of flavor. Each language has its distinctive relevance and importance. Numbers, for instance, are a fundamental component of our mathematical system and allow us to communicate quantitative information. Colors are a vital part of our visual system and help us to identify objects. Phonemes are the basic units of spoken language and allow us to communicate with others using words. The importance of every language varies from individual to individual. Some people may place greater importance on numbers and colors, while others may rely on spoken and body language. It is important to remember that there is no right or wrong answer regarding the importance of each language. All languages have a positive and negative resonance. We call negative languages shadow languages. This forms the basis for opposites and duality. For every up there is a down. For every dark, there is a light. For every right there is a wrong. For you to be right, doesn’t mean that the contrary to your position is wrong. For example, what is better, justice or mercy? What about freedom or responsibility? Let’s explore this more with numbers, colors, and phonemes.
Numbers
When we think in numbers, we are using a mathematical thought process. People often use this language to solve problems or understand complex concepts. We use numbers to count, add, subtract, multiply, and divide. We can also use numbers to represent relationships between things. For example, as an HVAC business owner, your Technicians use meters to determine (and prove) the equipment is within manufacturer’s specifications, and prices to represent the value of investing in your goods and services. To use numbers effectively, we need to understand what they mean. We also need to be able to do essential mathematical operations and basic arithmetic. When we use numbers to understand concepts, we use a process called mathematical reasoning. This type of reasoning allows us to see relationships between things that we might not be able to see just by looking at them. For example, say your Painter is looking at a paint bucket and then the wall, trying to determine how much paint will be needed on the wall. He is using mathematical reasoning. He is looking for the relationship between the two objects to help his calculate the solution. This type of language is also helpful when we need to make comparisons. For instance, we might say that, "the wallpaper is half as thick as cardboard" or that, "a penny is 5 times less than a nickel." Comparison is a function of the language of numbers, even when abstract, like, “she is better than me”. We also often think in numbers when we are trying to remember something specific. Say, if we need to place a phone number, we might say it repeatedly until it’s etched in our noggins. Or, if we are trying to remember how many days it is until our vacation, we might count down the days on our fingers. Thinking in numbers can also be helpful when solving math problems or other issues requiring us to use our logic and reasoning skills. To illustrate, we often do some mental computations when figuring out how much ROI we should get from a purchase. Numbers are particularly persuasive, even when they aren’t accurate, like 87% of statistics. People rely on numbers as they believe they are finite and true. There is a significant amount of psychological tactics that can be employed in your business to leverage the numbers to close the sale.
Colors
When we think in colors, we are using a visual thought process. Artists, designers, and people who work with color imply this language daily. We often think about how colors make us feel when we use color language. For example, the color red might make us feel excitement, energy, or passion, while the color blue might make us feel serenity or trust.
Thinking in colors can also be helpful when we need to remember something. For example, if we need to remember to buy milk at the store, we might think of the color white. Or if we need to remember to turn off the lights before we leave the house, we might think of the color black. When we add white to color, we have a tint. When we add black to a color, we have a shade. When we add black and white to a color, we have a tone. A hue is a color to which no black or white has been added. Notice how this correlates with the positive and negative resonance I spoke about earlier? Colors have complimentary and contrasting colors. This means certain colors work well together and “look right” together. Others will be a stark contrast to each other, creating visual dissonance. Depending on what you are attempting to achieve, you choice of color combinations will make your piece blend in or POP! Use the wrong combination of colors, tones, shades, and tints, and you have visual chaos that makes you look like an amateur. You can use colors in marketing and advertising to motivate people. For example, many fast food restaurants use the color red in their logos and marketing materials because studies have shown that the color red can increase appetite. Want to choose the best colors for your business? Start with the most famous paintings that speak to your imagination. Look for the predominant colors and their pairings in that painting. You have the basis for a great colors scheme for your company. You can also create an aesthetic of glamour and legacy with the absence of color. For example, the most famous photos in history are black and white. Monet is most famous for his expert use of shadow. Not black. But shadow. Extraordinary. As an HVAC company, you can use the colors of your products and services to offer different benefits to customers. For example, Goettl uses a patented red screw to button up HVAC systems that they work on that are missing screws. Not only is it a colorful representation of their deep attention to detail, it is symbolic of their duty of care. Done well, color helps people associate your brand image. Customers will better connect certain colors with your business if you use consistent colors for your branding and messaging. There are many ways you can use colors to your advantage. For a business owner, the best way is to infiltrate your customers' visual thought process through your marketing endeavors. Find the perfect colors to represent your brand image and then use them repeatedly on your messaging. If you associate your branding image with everyday colors, tapping into your prospect’s virtual thought process becomes more accessible. This enables you to become the frontrunner in your client’s minds for a home service whenever they see the colors.
Phonemes
Phonemes are the smallest units of words. The english language is made up of just 44 phonemes. When we think of phonemes, we are thinking about how words sound. People who work with language daily understand phonemes deeply, such as linguists, translators, and Wizard of Ads™ Partners. Phoemes have a masculine and feminine nature. For example, moon, or luna, are perceived as feminine, while attack or fizzle have a sharpness to them, making them masculine. The feminine is considered to hold a positive resonance, the masculine being the shadow language. In marketing and advertising, phonemes affect your brand identity. If you were to choose a word that has masculine sounds, like Takita, you would conjur up hard, straight lines and points. If you were to instead brand using the name Nolooma, you would paint a softer, curvier, and more feminine image. So, what do you want your brand to subconsciously say? Who are you looking to attract? What message are you trying to instill? Speaking of spots, do you need help leaving your customers with a spot-on marketing strategy, one that incorporates these 12 languages of the mind? Then book a call with Ryan Chute from Wizard of Ads® today.
Ryan Chute
Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.
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