Words that Work – Dr. Frank Luntz
“Words That Work: It’s Not What You Say, It’s What People Hear” is about effective communication and how the choice of words and phrases can have a significant impact on how people perceive and respond to a message.
Speak in simple, clear language
Complex words and jargon can alienate your audience and make it harder for them to understand your message. Use simple, concrete language that is easy to comprehend, and avoid technical terms or buzzwords that might confuse or bore your listeners. Keep your message short, snappy, and easy to remember.
Speak to your audience’s values
People are more likely to be persuaded by messages that align with their values and beliefs. Take the time to understand your audience’s values and priorities, and frame your message in a way that speaks to those values.
For example, if you’re speaking to a group of environmentalists, you might emphasize the importance of protecting the planet for future generations.
Be authentic
People can tell when you’re not being genuine, and it can undermine your credibility and trustworthiness. Be true to yourself and your values, and speak from the heart. Use language that reflects your personality and style, and avoid sounding like a scripted or rehearsed speaker.
Test your message
Effective communication requires constant experimentation and refinement. Test your message with different audiences and in different contexts to see how it resonates. Pay attention to feedback and adjust your message accordingly. The more you test and refine your message, the more effective it will be.
Be specific
Vague language can be confusing and unconvincing. Use specific details and examples to make your message more concrete and memorable. Quantify your claims whenever possible, and use precise language that leaves no room for ambiguity.
Emphasize emotional appeal
Facts and figures can be important, but they’re not always the most effective way to persuade people. Emotional appeals can be much more powerful at motivating action or changing opinions. Use vivid language and compelling stories to tap into people’s emotions and make your message more memorable.
Use metaphors and analogies
Metaphors and analogies can be powerful tools for explaining complex ideas or making abstract concepts more concrete. Use metaphors and analogies that are familiar to your audience and help them relate to your message.
For example, if you’re talking about a difficult problem, you might use the analogy of a puzzle that needs to be solved.
Use the power of repetition
Repetition can be a powerful tool for reinforcing your message and making it more memorable. Repeat your key points throughout your message, and use memorable slogans or catchphrases to reinforce your message.
For example, “Just do it” is a simple, memorable catchphrase that has helped make Nike one of the most successful brands in the world.
Use positive language
Positive language is more persuasive and motivating than negative language. Focus on what you want to achieve, not what you’re against, and use upbeat, optimistic language to convey your message. Avoid negative or confrontational language that could turn people off or make them defensive.
Focus on benefits, not features
People are more interested in what a product or service can do for them than in its technical specifications or features. Highlight the benefits of your offering and show how it can solve a problem or make someone’s life better. Use concrete examples to illustrate the benefits of your product or service.
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