Article by Chris West
When it’s not a conscious, crappy sales guy technique, it’s a sign that we are giving a client our full attention.
It’s a powerful bridge creating a sweet spot of connection that makes communication happen more smoothly and instantly.
In a meeting, it often happens naturally. But what about in a written report? Can we do something about our writing that creates the same kind of instant understanding?
We always want to maintain the authority of our knowledge and experience in order to be able to convince our clients. But is there some fine tuning we can do with our language to give it more impact?
Before setting up my consultancy, I found a professor of linguistics to tutor me and followed up with reading some of the big thinkers of language, like Harvard’s Stephen Pinker (and especially his book, The Language Instinct).
Language is much more than grammar and the meaning of words. Even on the most basic level, English is such a rich language that our choice of the words alone reveals our deepest thoughts.
Are we jargon-heavy to show our superior technical knowledge or do we keep it simple to show that we’re not overwhelmed by the technicalities?
As I mention in my own book on language, ‘Strong Language’, The American Press Institute studied what effect sentence length has on comprehension. Here’s what they found when they rewrote a newspaper article by varying the average sentence length.
At 8 words, readers understand all your text.
Even 11-word sentences are easy for you readers to understand.
At 43 words, the average readers’ comprehension wavers as they have to wade through your extended thought, which probably has lots of sub-clauses and ramblings, leaving them remembering only a little and comprehending less than 10%, which isn’t very good news at all.
When we are conscious of how we style our language (and we should be, we’re conscious about every other way we style our impact) , we can create understanding and empathy with our clients.
But the Ground Level details, I realised, through my tutoring and subsequently as I built my business, are only a reflection of another, higher level: the personality that we are trying to communicate.
There are very few, true uniques in business. What we invent today can be copied by everyone else tomorrow. So, it’s often our personality that differentiates us. And if our firms and teams are differentiated by personality, so should our language.
Your tonal values might be ‘reasoned’ or ‘assertive’, ‘engineered’ or ‘simplified’. Sometimes, finding the right tonal values is like a moment of therapy – it clarifies why you do what you do, and suddenly makes a lot of decisions in the business easier and faster.
This expression of personality in your language, you could call the 1,000 feet level, giving you enough of an overview but keeping a lot of the richness of what makes you different.
Think of how Warren Buffett uses language in his Annual Letter to express a distinct, quirky personality for his business, giving the sense that he is still in control of it all, and making decisions based on his unique mix of highly analytical yet strongly intuitive reasoning.
Finally, there’s a layer that operates above the tone of voice in all our language. At 10,000 feet is your overarching world view: What do we believe in? And if we believe in that, what do we stand for? And equally important, what do we stand against?
This dictates what you write about (and the angle you take on what you do write about).
When you are aware of the 3 levels on which all language is working, you start to notice it everywhere: how the London Underground struggles to understand its authority at the 10,000 feet level, and so has to resort to a childish personality (1,000 feet) and infantile rhymes (Ground Level) just to ask you to keep your shoes off the seats.
Most of us stop learning about language when we’re 16. But that’s grammar and can be taken care of by whatever software you’re using. New software like Grammarly will stop you sounding like an idiot.
To truly communicate at the highest level of your experience and knowledge and to build real empathy with your clients, some simple choices about how we construct our language make a huge impact.
Chris West is the Founding Partner of Verbal Identity and author of Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You’re Not Using. Available now and an Amazon #1 best seller.
June
18jun10:0016:00Legal Essentials: Supporting Women at Work
18/06/2025 10:00 - 16:00(GMT+00:00)
Did you know that tribunal claims related to menopause, menstruation, fertility treatment and pregnancy loss are rising fast? Many employers don’t realise that these issues can
Many employers don’t realise that these issues can legally qualify as a disability under the Equality Act.
Yet most of these claims are avoidable with the right training, policies and action.
That’s why I’ve partnered with employment lawyer Hannah Strawbridge to deliver a full-day, live online course designed specifically for HR, DEI, and managers.
You will be able to:
Understand your legal obligations around women’s health issues
Recognise when they may be classed as a disability under the Equality Act
Take practical steps to reduce legal and reputational risk
Learn how to avoid tribunal claims
Handle health-related conversations and workplace adjustments with confidence
Create a legally compliant Women’s Health Action Plan
Whether you’re reviewing your current policies or building a strategy from scratch, this course will give you the legal clarity and practical support you need.
DATE: Wednesday 18th June
TIME: 10.00am – 4.00pm
PLACE: Zoom
19jun18:0021:00Discover How You Can Make a Difference at our eCubed Volunteer Social
19/06/2025 18:00 - 21:00(GMT+00:00)
Arch One
83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Whatever your interests or skills, there’s a place for you on our passionate volunteer team. Together, we run inspiring
Join us for a relaxed evening of drinks, nibbles, and conversation with the eCubed team. You’ll get a behind-the-scenes look at what we do, how we do it, and the charities we champion.
Curious about getting involved? This is the perfect chance to throw yourself into the eCubed experience and see if it’s the right fit for you. All you need is a can-do attitude and a passion for creating positive change—everything else is a bonus.
Day : Thursday 19th June, 2025
Time: 6:00pm – 9:00pm
Location : Arch One, 83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Simply register below, let us know any guests you’d like us to bring. We can’t wait to meet you. You’re guaranteed to meet some awesome people and hopefully be inspired to get involved or even share some new ideas – no pressure, no obligation.
26junAll DayThe Brilliance Summit 2025
26/06/2025 All Day(GMT+01:00)
De Vere Grand Connaught Rooms
The Edinburgh Suite, 61-65 Great Queen St, London WC2B 5DA
We’re proud to announce our partnership with The Brilliance Summit, an electrifying one-day event for women in leadership
This isn’t just a summit—it’s a movement.
“At The Brilliance Summit, women show up, speak up, and level up. They shake off limitations, own their presence, and lean into their next level.”
Taking place in London on Thursday, 26th June this transformative event is curated for ambitious women who lead, whether that’s in the boardroom, the business world, or within themselves.
Here’s why this matters:
We’ve seen the power of what happens when women are given space to show up fully—and this is that space.
As partners, we’re excited to offer our community a discounted ticket.
Use code WeAreTheCity2025 at checkout to access your exclusive rate.
Grab your ticket now at www.thebrilliancesummit.com
Let this be the moment you stop waiting and start owning your brilliance.
26jun08:0017:00WeAreTech Festival | Hybrid Conference
26/06/2025 08:00 - 17:00(GMT+01:00)
etc.venues, St Paul's,
200 Aldersgate St, Barbican, London, EC1A 4HD
As a hybrid event dedicated to empowering women in technology, our festival continues to break barriers and redefine industry norms. This year promises an even more exhilarating experience as we bring together women from diverse backgrounds and experiences to share knowledge, inspire one another, and create new opportunities for growth and advancement in the tech industry.
The WeAreTech Festival is a beacon of inspiration for women in the tech industry, urging them to confidently stride forward in their careers. Our goal is simple yet profound: to inspire and motivate every attendee to take bold steps towards their professional aspirations.
Throughout the day, you’ll have unparalleled access to the wisdom and insights of senior leaders in the tech field. Engage with thought-provoking discussions through our panels, where you can contribute your perspectives and glean invaluable knowledge from industry experts.
But that’s not all. The afternoon sessions are designed to put you in the driver’s seat of your learning journey. Tailor your experience to your needs and interests, shaping your path towards growth and success in the tech world.
And let’s not forget the added perks of speed networking and mentoring. Connect with like-minded individuals, forge meaningful relationships, and gain invaluable guidance from seasoned professionals who are eager to support your journey.
At the WeAreTech Festival, we believe in empowering women to embrace their potential and seize every opportunity that comes their way. Join us, and let’s embark on this transformative journey together.