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Quick reminder for all of you busy, hard working individuals out there: Any job, big or small; do it right or not at all. #doitright #measuretwicecutonce #wordsthatwork #getrdone #shoprag #tgif https://www.instagram.com/p/BoR-tESnmr3/?utm_source=ig_tumblr_share&igshid=11zczugtew3pu
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Words That Work Chp1: Ten Rules of Successful Communication
Rule One: Use Small Words
“Avoid words that might force someone to reach for the dictionary . . . because most Americans won't. They'll just placidly let your real meaning sail over their heads or, even worse, misunderstand you. You can argue all you want about the dumbing down of America, but unless you speak the language of your intended audience, you won't be heard by the people you want to reach.”
“The most effective language clarifies rather than obscures. It makes ideas clear rather than clouding them. The more simply and plainly an idea is presented, the more understandable it is—and therefore the more credible it will be.”
Rule Two: Brevity: Use Short Sentences
“Be as brief as possible. Never use a sentence when a phrase will do,and never use four words when three can say just as much. This is less aboutself-restraint than it is a matter of finding exactly the right piece of thelanguage jigsaw puzzle to fit the precise space you're trying to fill.“
“ So when it comes to effective communication, small beats large,short beats long, and plain beats complex. And sometimes a visual beats them all.“
Rule Three: Credibility is as Important as Philosophy
“ People have to believe it to buy it. As Lincoln once said, you can't fool allof the people all of the time. If your words lack sincerity, if they contradictaccepted facts, circumstances, or perceptions, they will lack impact . . .
The words you use become you—and you become the words you use.”
For most of us, communication has never been and should never be elitist or obscure. It is functional rather than an end in itself. For me, the people are the true end; language is just a tool to reach and teach them, a means to an end.
Frank Luntz , “Words That Work”
Whether it's a political issue I wish to communicate or a product I wish to sell, I seek to listen, then understand, and ultimately win over the doubter, the fence-sitter, the straddling skeptic. My language eschews overt partisanship and aims to find common ground rather than draw lines or sow separation.
Frank Luntz, “Words That Work”
I am a committed advocate of political rhetoric that is direct and clear. It should be interactive, not one-sided. It should speak to the common sense of common people—with a moral component, but without being inflammatory, preachy, or divisive. In a perfect world, political language would favor those with enough respect for people to tell them the truth, and enough intelligence not to do so in condescending tones.
Frank Luntz, “Words That Work”
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The act of speaking is not a conquest, but a surrender. When we open our mouths, we are sharing with the world—and the world inevitably interprets, indeed sometimes shifts and distorts, our original meaning.
Frank Luntz , “Words That Work”
It's not what you say, it's what people hear.
Frank Luntz, “Words That Work”
Words that work, whether fiction or reality, not only explain but also motivate. They cause you to think as well as act. They trigger emotion as well as understanding. ... Lose imagination and you lose an essential component of words that work.
Frank Luntz, “Words That Work”
