Rule #7 Speak Aspirationally
People will forget what you say, but they won't forget how you made them feel. The key to successful aspirational language is to personalize the message. If the listener can relate the language to the his or her own life, that's personalization.
Aspirational language sells you - a better you. It's about encouraging the listener to want something better. It's not what you say, it's what people hear - and how you make them feel.
Rule #8 Visualize
Paint a picture. There are few words that immediately triggers the process of visualization like the word imagine. The word imagine is perhaps the single most powerful communication tool because it allows individuals to picture whatever personal vision is in their hearts and minds.
Tuesday, March 27, 2007
Monday, March 19, 2007
Words That Work: Rules #5 and #6
Rule #5: Novelty
The average American is cynical about politics. Most distrust their political leaders and believe they have heard it all. There is nothing you can say that will capture their attention. How long have we heard about a 13th high school, or improvements to Route 3.
Skilled leaders will present fresh ideas, or repackage old ones with a fresh spin that moves beyond the old rhetoric.
Communicating a fresh idea - new or old - will go a long way in getting your message heard.
Rule #6: Sound and Text Matter
It is important to not only remember the audience, but also the delivery when developing a communication strategy. How will the message get to the target audience?
I once heard told the story of how a few words and phrases added by President Reagan forever changed what would have been customary remarks, to one of the most famous and oft-quoted speeches. It includes the phrase, "tear down this wall."
That simple phrase has forever changed the world. Remembering not only the audience, but how the audience will hear the message will go along way in getting your message heard.
The average American is cynical about politics. Most distrust their political leaders and believe they have heard it all. There is nothing you can say that will capture their attention. How long have we heard about a 13th high school, or improvements to Route 3.
Skilled leaders will present fresh ideas, or repackage old ones with a fresh spin that moves beyond the old rhetoric.
Communicating a fresh idea - new or old - will go a long way in getting your message heard.
Rule #6: Sound and Text Matter
It is important to not only remember the audience, but also the delivery when developing a communication strategy. How will the message get to the target audience?
I once heard told the story of how a few words and phrases added by President Reagan forever changed what would have been customary remarks, to one of the most famous and oft-quoted speeches. It includes the phrase, "tear down this wall."
That simple phrase has forever changed the world. Remembering not only the audience, but how the audience will hear the message will go along way in getting your message heard.
Wednesday, March 14, 2007
Words That Work: Rules #3 and #4
Two more rules for your reading enjoyment.
Rule#3: Credibility
Do you know why FNC, CNN, MSBC, etc hire contributors? It's because they can talk intelligently on a subject; they lend credibility to the discussion. No one listens to you speak if they believe you are not being honest and are credible. A doctor without any training in the law, would not be credible to discuss legal doctrine and likewise an attorney without medical training would not be credible to discuss surgical procedures.
Before you speak (or write on a topic) be sure you have credibility. It will go along way in getting your message heard.
Rule#4: Consistency
On average, people need to hear information repeated five to seven times before it sinks in. Reporters on the campaign trail get tired of hearing the same stump speech, but often its the first time voters in Iowa, New Hampshire, and South Carolina are hearing it, and they will again and again and again between now and the caucuses and primaries.
Repeating a message with small words and short sentences will go along a way in getting your message heard.
Rule#3: Credibility
Do you know why FNC, CNN, MSBC, etc hire contributors? It's because they can talk intelligently on a subject; they lend credibility to the discussion. No one listens to you speak if they believe you are not being honest and are credible. A doctor without any training in the law, would not be credible to discuss legal doctrine and likewise an attorney without medical training would not be credible to discuss surgical procedures.
Before you speak (or write on a topic) be sure you have credibility. It will go along way in getting your message heard.
Rule#4: Consistency
On average, people need to hear information repeated five to seven times before it sinks in. Reporters on the campaign trail get tired of hearing the same stump speech, but often its the first time voters in Iowa, New Hampshire, and South Carolina are hearing it, and they will again and again and again between now and the caucuses and primaries.
Repeating a message with small words and short sentences will go along a way in getting your message heard.
Tuesday, March 13, 2007
Words That Work: Rules #1 and #2
I know it has been some time since I last posted, but I wanted to post my thoughts on how we can better communicate with each other. As a veteran of many campaigns and leader of a grassroots organization, I know how difficult it can be motivate people to action.
In the posts to come I will offer my thoughts on Dr Frank Luntz’s book, Words That Work: It’s Not What You Say It’s What People Hear. As many of you know Frank Luntz is a noted Republican pollster and wordsmith. He outlines 10 rules of successful communication. It’s a fantastic read and I recommend it to everyone.
Rule #1 Simplicity: Use Small Words
The attention span of voters gets shorter every election cycle. To get and keep their attention use small words that can be instantly understood. If you think about memorable campaign slogans and phrases, they used small words.
Rule #2 Brevity: Use Short Sentences
Rule #2 is similar to Rule #1. Again, it’s the short attention span. Short sentences with small words are easily understood and remembered. We remember the message of Lincoln’s Gettysburg Address, but few remember the keynote speaker and even fewer remember his message. Lincoln spoke very briefly, but was able to deliver a powerful message with only a few words and sentences.
In the posts to come I will offer my thoughts on Dr Frank Luntz’s book, Words That Work: It’s Not What You Say It’s What People Hear. As many of you know Frank Luntz is a noted Republican pollster and wordsmith. He outlines 10 rules of successful communication. It’s a fantastic read and I recommend it to everyone.
Rule #1 Simplicity: Use Small Words
The attention span of voters gets shorter every election cycle. To get and keep their attention use small words that can be instantly understood. If you think about memorable campaign slogans and phrases, they used small words.
Rule #2 Brevity: Use Short Sentences
Rule #2 is similar to Rule #1. Again, it’s the short attention span. Short sentences with small words are easily understood and remembered. We remember the message of Lincoln’s Gettysburg Address, but few remember the keynote speaker and even fewer remember his message. Lincoln spoke very briefly, but was able to deliver a powerful message with only a few words and sentences.
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