Words That Work: Rules #7 and #8

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.