Practical Sales Training™ > How to connect with your buyer > Positively Ambiguous

What is it?

When something is positively ambiguous it can be understood and interpreted in a number of ways but all of them are positive.

Why does it work?

It works because selling is about good communication and finding a connection point. It’s a conversation with money at the end. When you are positively ambiguous, your buyers can read their own meaning into your messaging and feel it resonate with them.

How can you use it?

Using positively ambiguous statements in your messaging can help engagement because buyers make the statement their own meaning which heightens their belief that you understand their needs.

You can use terms and statements like these:

The best price possible.
The service you would expect.
Move your business forward.
Get the best from.

Hypothetical Example:

A fitness coach runs a Facebook ad with the tagline:

“Get the results you deserve.”

For someone wanting to lose weight, it means fat loss.
For someone wanting to gain muscle, it means strength and muscle growth.
For someone wanting better energy, it means improved stamina.

The phrase is positively ambiguous because it applies to all these goals without alienating anyone, while still sounding inspiring and personal.

See also