Imagine you’re in a meeting, pitching an idea, or presenting a new strategy. You’ve prepared well, and the content feels solid. But the moment you start speaking, you see their attention slipping away. You wonder, What’s missing?
Here’s a thought: it might not be what you’re saying, but how you’re saying it.
Let me explain.
When we speak, we tend to focus on logic and facts—after all, that’s what persuades, right? Not quite. To really hook your audience, you need to engage their senses and emotions, and that starts with the words you choose.
Here’s the secret: your words don’t just communicate ideas. They activate your audience’s brain in ways that can make your message stick—or fade away.
What Is Grounded Cognition?
Here’s a quick experiment. Think about the word pepper. Do you taste it? Smell it? Now think of grasp. Can you feel the motion in your hand? How about hat—do you see a clear image?
That’s grounded cognition at work. It’s the way our brains connect language with physical experiences. Certain words don’t just convey information; they trigger memories, sensations, and emotions.
And when you’re trying to influence, those sensory connections are your best friend. Why? Because they pull your audience in. They’re not just hearing your words; they’re experiencing them.
Why Does This Matter?
Think about the last time you felt truly engaged by a speaker. Chances are, they used vivid, specific language that made their message feel alive. Maybe they described a “piping hot coffee” instead of just saying “a drink,” or talked about “scouring the market” rather than “doing research.”
That’s the difference between abstract language and language that resonates.
When your words are concrete and specific, your audience’s brains light up in multiple places—not just in the language center, but in areas tied to touch, movement, sight, or taste. It’s like a mental workout for their imagination, and it makes your message much harder to forget.
How This Plays Out in Real Life
There’s a study I love that perfectly illustrates this. Two researchers, Grant Packard and Jonah Berger, analysed over 1,000 customer interactions at a retailer.
Here’s what they found: when employees used specific, concrete language, customer satisfaction soared. Not only that, purchases increased by 30% over the next three months.
Why? Because specific language made customers feel heard and understood. Phrases like “we can fix this for you today” hit differently than vague promises like “we’ll look into it.” The first is grounding; the second feels like a brush-off.
It’s the same in business meetings, sales pitches, or team discussions. The clearer and more sensory your language, the stronger the connection you’ll build.
How to Apply This
So, how can you use grounded cognition to make your message more engaging?
Here are a few simple shifts:
- Be Concrete
Instead of saying “improve processes,” talk about “reducing the number of steps in our onboarding.” Instead of “increase engagement,” say “double the number of responses to our survey.” - Use Sensory Words
Think of verbs and adjectives that create mental pictures or trigger physical sensations. Words like “grasp,” “ignite,” or “shatter” bring your message to life in ways generic language can’t. - Mirror Your Audience’s Language
This is a big one. Pay attention to how your audience talks about their challenges or goals. Do they use metaphors like “we’re climbing a mountain” or “breaking down barriers”? Borrow their language—it shows you’re tuned in to their perspective.
Grounded cognition is about more than just words. It’s about helping your audience experience what you’re saying. By choosing language that’s concrete, specific, and sensory, you create a connection that feels natural and impactful.
The next time you’re preparing a talk or a pitch, ask yourself: Am I painting a picture with my words? Am I engaging their senses?
