Book Review: Words That Work
Book Review: Words That Work
Dr. Luntz doesn’t come up with his ideas in a vacuum. He uses focus groups and instant response dial sessions. Ideally, focus groups are (pre-screened to be) homogenous - people reveal their innermost thoughts to people like themselves. The problem with a focus group is that a dominant person can get bully others. A dial session is more personal; everyone in the group hold a wireless dial device which they turn to reflect how much they feel positively or negatively about what they are seeing. The dial session also gives everyone equal input. Both sessions can be recorded and scientifically analyzed. However since a dial session can be larger, you get better data to base your decisions.
Here are his rules:
1. Simplicity: Use small words.
2. Brevity: Use short sentences.
3. Credibility: People have to believe it to buy it
4. Consistency: Repeat (even it it bores you to tears).
5. Novelty: Redefine an old idea.
6. Sound: Rhythm matters.
7. Aspiration: Say what people want to hear.
8. Visualization: Paint a vivid picture.
9. Questioning: Rhetorical questions require personal responses.
10. Context: Why is this message important?
An effective message must be in alignment: the message, messenger, and recipient must all be “on the same page”. A perfect message delivered poorly isn’t as valuable. Neither is the right message for the wrong audience.
For example, which phrases are better:
* “drilling for oil” or “exploring for energy”?
* “estate tax” or “death tax”?
* “personalization” or “privitization”?
* “free market economy” or “globalization”?
* “foreign trade” or “international trade”?
* “health care choice” or “the right to choose”?
* “deny” or “not give”?
* “private accounts” or “personal accounts”?
* “Washington” or “Government”?
Your message must first educate people (to the problem you’re solving). Then, provide them information about the problem. Finally, you motivate them to solve it.
Saying that you’re using “common sense” solutions gets people to agree sooner.
Don’t sell services, sell solutions.
His ideas have many applications: in your correspondence, marketing, advertising, and presentations. He even provides ways of using language to help you in your personal life: How to avoid a ticket (apologize), How to say you’re sorry (with flowers), How to ask for a raise/promotion (future goals), How to write an effective letter (start strongly), etc.
“People forget what you say, but they remember how you make them feel.” - Warren Beatty
Book Review Words That Work - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Have you ever wondered how to make people react to what you say? While some people are better crafting words than others, this book shows how the pros do it. Written by the person responsible for crafting the words for the political parties, this book gives rules for effective wording.
Dr. Luntz doesn’t come up with his ideas in a vacuum. He uses focus groups and instant response dial sessions. Ideally, focus groups are (pre-screened to be) homogenous - people reveal their innermost thoughts to people like themselves. The problem with a focus group is that a dominant person can get bully others. A dial session is more personal; everyone in the group hold a wireless dial device which they turn to reflect how much they feel positively or negatively about what they are seeing. The dial session also gives everyone equal input. Both sessions can be recorded and scientifically analyzed. However since a dial session can be larger, you get better data to base your decisions.
Here are his rules:
1. Simplicity: Use small words.
2. Brevity: Use short sentences.
3. Credibility: People have to believe it to buy it
4. Consistency: Repeat (even it it bores you to tears).
5. Novelty: Redefine an old idea.
6. Sound: Rhythm matters.
7. Aspiration: Say what people want to hear.
8. Visualization: Paint a vivid picture.
9. Questioning: Rhetorical questions require personal responses.
10. Context: Why is this message important?
An effective message must be in alignment: the message, messenger, and recipient must all be “on the same page”. A perfect message delivered poorly isn’t as valuable. Neither is the right message for the wrong audience.
For example, which phrases are better:
* “drilling for oil” or “exploring for energy”?
* “estate tax” or “death tax”?
* “personalization” or “privitization”?
* “free market economy” or “globalization”?
* “foreign trade” or “international trade”?
* “health care choice” or “the right to choose”?
* “deny” or “not give”?
* “private accounts” or “personal accounts”?
* “Washington” or “Government”?
Your message must first educate people (to the problem you’re solving). Then, provide them information about the problem. Finally, you motivate them to solve it.
Saying that you’re using “common sense” solutions gets people to agree sooner.
Don’t sell services, sell solutions.
His ideas have many applications: in your correspondence, marketing, advertising, and presentations. He even provides ways of using language to help you in your personal life: How to avoid a ticket (apologize), How to say you’re sorry (with flowers), How to ask for a raise/promotion (future goals), How to write an effective letter (start strongly), etc.
“People forget what you say, but they remember how you make them feel.” - Warren Beatty
Book Review Words That Work - To learn more about this author, visit Jay Hamilton-Roth's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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