In the field of web marketing, I think we have a relatively good set of definitions for the words we use in our conversations. However, depending on the job title or position of the person you are talking to, there are always situations where you need to share definitions and create a common understanding. Also, since technology is evolving at a very fast pace in the field of web marketing, it is often necessary to confirm (or explain) whether there is a common understanding when a new term is created.

The following is an example of a situation that may be easy to understand.

– [Confirmation of definition] What does KPI mean in the first place?
– [Confirmation of definition/common understanding] Is CPA Cost Per Action or Certified Public Accountant?
*I don’t think there are many situations like this, but if you are doing web marketing for a CPA firm, please be careful…
– [Confirmation of common understanding] Could you improve the results? / Are the results CPC? Is it CPA? A number of acquisitions? Sales?
– Confirmation of common language] Search query = search term = search query

Of course, when we asked by, “What’s going on with that?”, it would be ideal if you could immediately answer, “Oh, that was completed this morning and is now undergoing final review. However, since “this/that” language does not indicate anything, this communication cannot take place unless the people communicating have a common understanding that has been imagined or created in their minds. To be honest, this is quite difficult to do in a field where there are multiple projects and tasks going on at the same time.

In such a situation, I think the following three things are necessary to eliminate discrepancies in conversation and create a common understanding.

– Explain the premise/definition at the beginning of the conversation.
– Don’t use abbreviations, and replace the words with easy-to-understand words that anyone can understand.
– Change your communication based on your understanding of the other person’s thoughts, language, and values.

When you are talking to someone, it is never better to have less in common. Not being able to communicate correctly can lead to losses, so let’s be aware of this every day so that we can talk from the same perspective as much as possible.

SOPHOLA, Inc
Kenta