Words That Work

1. It's not what you say, it's what people hear

You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs.

The gap between intention and perception. This fundamental principle underlies all effective communication. It emphasizes the importance of understanding your audience and tailoring your message to their perspective. The speaker's intent is often less important than the listener's interpretation.

Factors influencing perception:

• Personal experiences
• Cultural background
• Emotional state
• Prior knowledge
• Preconceptions and biases

To bridge this gap, communicators must empathize with their audience, anticipate potential misunderstandings, and craft messages that resonate with the listeners' worldview. This requires ongoing research, testing, and refinement of communication strategies.

2. The ten rules of effective communication

Simplicity counts. The average American did not graduate from college and doesn't understand the difference between effect and affect.

The power of simplicity. Effective communication relies on clear, concise, and easily understandable language. By following these ten rules, communicators can significantly improve their message's impact and reach:

1. Simplicity: Use small words
2. Brevity: Use short sentences
3. Credibility: Be consistent and authentic
4. Consistency: Repeat key messages
5. Novelty: Offer something new
6. Sound: Use pleasing language
7. Aspiration: Inspire and motivate
8. Visualization: Paint a vivid picture
9. Questioning: Engage the audience
10. Context: Explain relevance

These rules apply across various fields, from politics and business to everyday conversations. By mastering them, communicators can ensure their messages are heard, understood, and acted upon.

3. Context is king: Understanding your audience is crucial

The sheer amount of communication the average person has to contend with. We step out of our houses each morning into a nonstop sensory assault: advertising and entertainment, song lyrics and commercial jingles, clipped conversations and abbreviated e-mails.

Information overload. In today's fast-paced, media-saturated world, understanding your audience's context is more critical than ever. Communicators must cut through the noise and deliver messages that resonate with their target audience's specific circumstances, beliefs, and needs.

Key factors to consider:

• Demographics (age, gender, education, income)
• Cultural background and values
• Media consumption habits
• Current events and trends
• Personal experiences and challenges

By tailoring messages to the audience's context, communicators can increase relevance, engagement, and ultimately, the effectiveness of their communication.

4. The power of simplicity and brevity in language

The most memorable political language is rarely longer than a sentence.

Less is more. In an age of information overload and shrinking attention spans, simplicity and brevity are crucial for effective communication. Complex ideas should be distilled into clear, concise messages that are easy to understand and remember.

Strategies for achieving simplicity and brevity:

• Use short, familiar words
• Avoid jargon and technical terms
• Break complex ideas into smaller chunks
• Use analogies and metaphors
• Focus on one main idea per sentence or paragraph

By embracing simplicity and brevity, communicators can ensure their messages are not only heard but also understood and remembered.

5. Credibility and consistency matter more than ever

Credibility is established very simply. Tell people who you are or what you do. Then be that person and do what you have said you would do. And finally, remind people that you are what in fact you say you are.

Building trust. In an era of increasing skepticism and information overload, credibility and consistency are essential for effective communication. Audiences are more likely to listen to and believe messages from sources they trust and perceive as authentic.

Key elements of credibility and consistency:

• Authenticity: Be genuine and true to your values
• Transparency: Be open about your intentions and methods
• Expertise: Demonstrate knowledge and experience
• Reliability: Consistently deliver on promises
• Accountability: Take responsibility for mistakes and learn from them

By establishing and maintaining credibility through consistent behavior and messaging, communicators can build long-term relationships with their audiences and increase the impact of their messages.

6. Novelty, sound, and aspiration capture attention

The sounds and texture of language should be just as memorable as the words themselves.

Engaging the senses. To cut through the noise of modern communication, messages must be not only informative but also engaging and memorable. Novelty, sound, and aspiration are powerful tools for capturing and maintaining audience attention.

Techniques for creating engaging messages:

• Use unexpected analogies or comparisons
• Employ alliteration, rhyme, or rhythm
• Create aspirational imagery and language
• Tell compelling stories
• Use sensory-rich descriptions

By incorporating these elements into their communication, speakers and writers can create messages that resonate on both intellectual and emotional levels, increasing their impact and memorability.

7. Visualization and questioning engage the audience

Paint a vivid picture. From M&M's "Melts in your mouth not in your hand" to Morton Salt's "When it rains, it pours," to NBC's "Must See TV," the slogans we remember for a lifetime almost always have a strong visual component, something we can see and almost feel.

Mental imagery. Effective communication goes beyond words, engaging the audience's imagination and encouraging active participation. Visualization and questioning are powerful tools for achieving this engagement.

Strategies for visualization and questioning:

• Use descriptive language to create mental images
• Employ visual aids and metaphors
• Ask thought-provoking questions
• Encourage audience participation
• Use storytelling techniques to paint vivid scenarios

By helping the audience visualize concepts and encouraging them to think critically through questioning, communicators can create more immersive and memorable experiences.

8. The importance of providing context and relevance

Context is so important that it serves not only as the last and most important rule of effective communication, but also as its own chapter.

Making it matter. For a message to resonate, audiences must understand why it's important to them. Providing context and explaining relevance helps bridge the gap between the communicator's intent and the audience's perception.

Key aspects of context and relevance:

• Explain the background and history
• Connect to current events or trends
• Illustrate potential consequences or benefits
• Relate to personal experiences or values
• Demonstrate real-world applications

By framing messages within a meaningful context and clearly explaining their relevance, communicators can increase engagement, understanding, and action from their audience.

9. Words that work in politics and business

The most memorable political language is rarely longer than a sentence. "I like Ike" was hardly a reason to vote for the man, but the simplicity of the slogan matched the candidate and the campaign.

Crafting powerful messages. Effective communication in politics and business often relies on carefully chosen words and phrases that resonate with the audience. These "words that work" can shape perceptions, influence decisions, and drive action.

Examples of effective language:

• Politics: "Change we can believe in" (Obama)
• Business: "Think different" (Apple)
• Social issues: "Black Lives Matter"

By studying successful examples and understanding the principles behind their effectiveness, communicators can develop their own powerful messages that drive results in their respective fields.

10. The evolving language landscape and future trends

Consider the following example: "Two all-beef patties–special sauce–lettuce–cheese–pickles–onions–on a sesame seed bun."

Adapting to change. Language is constantly evolving, influenced by technology, cultural shifts, and generational differences. Effective communicators must stay attuned to these changes and adapt their strategies accordingly.

Emerging trends in communication:

• Increasing use of visual and multimedia content
• Rise of social media and instant messaging
• Growing importance of personalization
• Shift towards more casual and conversational tones
• Emphasis on authenticity and transparency

By staying informed about these trends and incorporating them into their communication strategies, professionals can ensure their messages remain relevant and effective in an ever-changing landscape.

Last updated: January 24, 2025