Words That Work
Dr. Frank Luntz
It’s not what you say, it’s what people hear.
Lose imagination imagination and you lose an essential component of words that work.
There is no difference between language that convinces and language that manipulates.
conseqeunces personalizes and dramatizes the results of a particular action. What does this mean for me?
impact
diplomacy and dialogue
reliability of a particular product or service is at least as important as its price.
VALUE = price + convience + reliability
mission your mission is like a window into your brain, your heart, and your soul. What keeps you up at night and gets you up in the morning. Tell people about your mission and watch them jump aboard for the ride.
authentic and genuine suggests candor and truth in an era of mistrust.
commitment a dedication to a particular cause or effort and a promise to see it through.
proactive and track record indicate good intentions as well as favorable results.
cleaner, safer, healthier tells listeners that things are going to get better.
sustainability suggest maintaining the status quo.
responsible a gentle reminder to do the right thing.
- include everyone
- sustaining environment
- inspiring learning
- building arts
- developing people
- doing better
- smashing the status quo
- the bigger picture
Rules
- use small words
- use short sentences