Forwarded message - for info, please visit
http://rowcom.blogspot.com/2008/03/words-that-work-book.html
Note: This is not about animals - it's about communication. And it's
REALLY interesting. Want to get your message across? Read this and
find out how. - Maureen
Words that Work -- The Book
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Rowan Communication helps non-profit organizations and good-
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MONDAY, MARCH 3, 2008
I’m not as voracious a reader as I should be, so I’m usually reluctant
to recommend books to people (“Thanks, I read that three years ago.”)
But if you’re in the communication business, you should read Frank
Luntz’s Words that Work.
Yes, it pains me to agree with the man who helped Congress
mislead America about global warming for the last 10 years (an anecdote
that’s suspiciously absent from this book).
Yes, it hurts to admit that the inventor of “the death tax” (as opposed
to “the estate tax”) understands words and communication better than
almost anyone in America.
But he’s the best there is.
As with most books that claim to teach you everything you need to
know, about 2/3 of the book is Luntz explaining how the first 1/3 is
true by dropping famous names and bashing the morons on the left
who “just don’t get it.” But the first 1/3 is worth the price. And to be
honest, he’s got a point about most lefties.
Since most of you won’t give this guy your money (I understand),
here’s the Cliff’s Notes version of the most instructive section: what
he calls the Ten Rules of Successful Communication.
The basic theme of the book, and one that’s hammered home over
and over, is “It doesn’t matter what you say, it matters what they hear.”
These 10 rules, he says, will get you there.
1. Simplicity - Use small words. You’re trying to connect with your
audiences, not impress them with your vocabulary. If you use a word
they don’t understand, they will stop listening AND think that you’re
pretentious.
2. Brevity - Use short sentences. If you can’t say it in a breath, folks
won’t understand it. You may be willing to re-read your sentences to
make sure you get the point, but your audience won’t.
3. Credibility Matters – as much as if not more than philosophy. I call
this believability. Stephen Colbert calls it “truthiness.” It doesn’t matter
if your message is true. If it sounds “unbelievable,” it won’t be believed.
4. Repetition – Consistency Matters. You will have to hammer home
your message over and over before it sticks. So it better roll off your
tongue (see #1 and #2).
5. Novelty – Offer something new. In product marketing, we call this
“differentiation.” In politics, it’s the reason to NOT vote for the other
guy. Within the non-profit world, it’s the reason someone should
bother listening to you.
6. Sound – Good words sound good. I often tell clients to read their
messages aloud. If they sound boring, they are. Luntz cites a lot of
tag lines and product ad copy to prove his point (M&Ms melt in your
mouth, quicker picker upper, etc.) But I think this makes sense for
all messages. Use alliteration. Create an appealing cadence for your
messages. Treat your OpEds like they are speeches.
7. Speak Aspirationally. (For the record, "Aspirationally" is his word,
not mine, and seems to break rule #1, no?) No one likes a downer.
(Read that again.) Aspiration is more attractive and memorable. It
inspires. Focus on the promise of what could be, not how bad things
are. In fact, check out a few Obama speeches. He clearly rips the
current state of things, but he offers hope, promise, etc.
8. Visualize – Make them see it. Use language that conjures up
mental images. One of Luntz’s favorite words is “imagine.” Tell a
person to imagine something, and he will – using his favorite images
and his favorite memories.
9. Ask a question. Sounds corny, but it works. It immediately engages
people in a conversation whether they want to be included or not.
State a fact and they look at you with a blank stare. Ask a question
and people answer it.
10. Provide Context and Explain Relevance. Finally, a point I can
argue with Luntz. “Relevance” is one of my Top 5 message rules,
and I think that if you have to explain it, you’ve already lost the
audience. The best messages are INSTANTLY relevant to audiences.
If you have to explain a punch line, the joke isn’t funny. If you have
to explain a message, it’s not as strong as it needs to be.
If you don’t want to give the guy any of your money (I understand),
check it out at the library. Or buy a used copy here at Amazon. It
really is one of those books (like Strunk & White) that should be on
your office bookshelf.
For the record, progressives have a similar sage in our corner – George
Lakoff, author of Don’t Think of an Elephant. Good book, but, ironically,
too wordy and long.
Posted on SHARE Yahoo group - Mar. 12, 2008