Priming Words

What are priming words?

Subconscious – Perceptions – Stimuli – Concepts – Thoughts – Judgement – Association

Priming is a thing that happens at a very subconscious level.

Often when we are exposed to a stimulus like smell, sight, sound or touch, we form an association. When we later see or hear the same stimulus, it triggers similar associations and we make what seem like natural links.

Let’s look at a practical example of how words are important in this regard. If I held a discussion with you about the subject of America, and then ask you for a word association with the word, Donald, well, you might think Trump or Duck, depending on your frame of reference. If I asked for a word association with the word Apple, you could reply with red iPhone or tree. Once again, depending on your experiences and your frame of reference. The words that I used to describe myself, my competencies, my character, become important words in helping to create a positivity effect and to encourage curiosity.

Well, imagine if we could use this stimulus with our audience with the use of words to describe ourselves? What if the words that we use could set up associations that work in our favour. What about if we could generate strong connection, simply by the use of a few carefully chosen words. Well we can.

In the marketing and advertising world, priming refers to enhancing the effects of media by offering the audience a prior context, a context that will be used to interpret subsequent communication. So, if I can establish a strong context, then everything that comes after that will be viewed through this positive contextual lens.

If we want to grab the attention of the audience, a panel or a person we are conversing with (and we do don’t we), it only makes sense that we do this with words that describe us as humans and the value we can contribute.  A few words make a huge difference in doing so and this semantic language we describe as primer or priming words.  This is another form of nudge theory in practice or choice architecture in play.

In this clip, we are looking at the power of priming to influence the way that we are viewed by our market. Despite the fake applause in the start, he actually has things to say that are worthy of listening. Words are important, particular words that are used first and often, in order to shape perception. What words are used early in your resume to set the tone for what comes next? 

Priming words are designed to automatically develop subconscious associations.

These associations are influential in establishing a positivity effect (a positive view of you) and are reinforced by the content that follows. It is the first opportunity to associate a positive attribute with you as a prospective employee.

See some of these examples:

James is courageous, relationship builder, brand aware.

Allan is Practical, Analytical, Proactive and Evidence based leader.

An engineer or operations manager could be: Proactive leader, visionary, logical, inclusive, efficiency seeker & gatherer, ambitious, disruptor, problem- solver, collaborator, challenger, innovator, influencer, curious, decision maker, conceptual thinker, brings product to life from inception, delicious engineer, seed planter and harvester…   

Chose your words carefully

What 4 words would be used to describe you to a potential employer?

Two of these words should be competency based (Project management, Financial Markets) and two of the words character based (Relationships, Amiable). Think carefully about the words, as they can be important first associations.

Tip: Look up a thesaurus to see other ways of describing the attribute that you come up with.

The power of repetition

Repetition, repetition of these carefully chosen words, is going to help to prime you even more. I need to repeat it over and over again, I need to make sure that we’re reinforcing the message that you want to try and get across.

So repetition of these words is actually really helpful. By focusing you on specific use of priming words, and then blending them all through your collateral, I can continue to reinforce ideas that I’m trying to get across to you. I can also use similar words but slightly different. For example, if we take the word “kind”, I can use the word “kindness” or “kindly” or “nice” or “generous” or “caring” throughout my literature, reinforcing the same idea.

What’s next?

OK, its time to start building our resume content and here is where we start to look at gathering the data and information necessary to frame our presence. We can also go back to the questions that we asked earlier in the program, about the things that make us amazing, the things we love (drivers, motivators, passions) and the things we want (values). All of these are important elements in producing a story that is interesting and compelling, just the sort of stuff to induce curiosity.