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.