You might not like him, and you can disagree with his perspective, but one thing you cannot deny is his lucid and charismatic ability to communicate. Not only is he a lucid speaker, but his ability to break language barriers makes him even more memorable. This write-up explains how our communication can greatly impact sales.

I was listening to Vice President Shettima when he was commissioning the state library complex in Calabar, Cross river State. One thing that caught my attention was how he started his speech. Unlike most speakers, he began by doing what I call language barrier breakage. By that I mean he did not just start his speech outright. He started by addressing the people in their local language.

Now, the importance of this was clearly seen. People stood up on their feet, smiling and clapping. It was obvious that they felt honoured to be spoken to in their native dialect. After the brief address, he continued in English, but the evidence of impact was undeniable.

After listening to his speech, I realized something that most businesses ignore, especially in northern Nigeria. That is the power of breaking language barriers in brand communication. The language understood by most northerners is Hausa. Yet it is fascinating to me that most businesses in northern Nigeria communicate their products in English.

Now, I am not saying that it is not good. In fact, if anything, it gives a brand global exposure. But the problem is, they are alienating 70% of the people who might be potential buyers just because of a language barrier.

Communication of a product can yield results when done in English. Communication of a product can yield the best results when the indigenous language is considered. People feel loved, respected, and valued when addressed in their native dialect, and this can greatly drive purchasing decisions.

In conclusion, language is not just a means of communication. It is the fabric of our being. Our ability to use language effectively determines our effectiveness.

Victor ytd✍️✍️