Pepsi vs Coke

In this illustration of ESP linguistic analysis, text from the websites of two of the biggest soft drinks rivals. The topic chosen was social responsibility, and text on that subject has been copied and transcribed into ESP's bespoke software programme that identifies and scores defined language patterns and vocabularies.

As you may see from the analysis above, the software has identified and scored language patterns and vocabularies that we know from extensive research correlate with key aspects of gaining rapport, engaging with, persuading  and motivating an audience.

In these results, the Pepsi statement on 'Citizenship, Health and Wellness Philosophy' is more likely to convince, persuade and motivate people to take action. However, an important precursor to this is the extent to which rapport with the audience has been established. And the extent to which language constructions have been used that we know from clinical trials are better at activating a listener’s neurology.