Volumes will be written about the 2016 election and we’ll leave that political and historical analysis to historians. For readers of this blog who appreciate that “words matter,” here are three observations from this morning’s reporting on the election that are food for thought for business communicators.
Who Are You?
Frank Luntz, nationally known pollster, on CBS, explaining how the pollsters, including himself, got the predictions all wrong, jokingly said he would now have to be known as a “communications specialist,” no
longer a “pollster.” In that joke lies a larger truth: How you describe yourself evokes associations in listeners. What/who are you? Does it evoke the associations in listeners that you want?
“The Great Disrupter”
Trump is now not just President Elect. He is also being called “The Great Disrupter,” because he has upended the campaigning process. You will be hearing him described that way more and more. Notice how quickly, people jump to “name” a unique event or happening. This speaks to the human trope to put things into mental buckets, to give them names. Anchoring events, people, processes, products, ideas helps people understand and remember them. How do you describe your products, services, or company? What “anchor” do you own in your listeners’ or clients’ minds? (A good example can be found in the latest Metaphor Minute, where one software developer created a memorable “anchor” to separate herself from her competition.)
Words Matter: Choose Wisely
We will never know for sure how destructive to her election Clinton’s use of the word “deplorables” to describe Trump’s followers was during the campaign, but discussions in the news point to it as a contributing factor. Whether there is hard data to support that or not, that descriptor certainly didn’t win over any of his supporters. When we sell, present, or persuade, words do matter.
In a famous experiment, when college students were asked how fast a car was going when it either hit, smashed into, collided, or ran into another car, the answers varied considerably based on the choice of the verb. When you describe what you do, your choice of words impacts what people hear. Do you “provide good service” or do you “amaze clients with results?” Do you “increase efficiency” or do you “deliver on-time, under budget, and as promised?”
There are a lot of unknowns now as the country moves forward with a new President in 2017, but what is not an unknown is that “words matter – make what you say pay!”
Anne Miller
Words Matter – Make What You Say Pay!
Make Words Matter in Your Presentation or Demo!
Call today for individual coaching or team workshops and learn how to turn information into a story that sells. 212-876-1875 amiller@annemiller.com
“Anne and I recently worked together on a speech I gave at a large conference. She helped me turn a series of somewhat interesting points into an expertly crafted, compelling and actionable story. Together, we built a storyline with attention-grabbing headlines. We worked and re-worked the language, making sure every word was important. Finally, Anne coached me on the delivery. The result was so exciting – I’ve never been so well received in a speech before. Thank you, Anne!” Kate Griffin, Vice President, CFED.org
“I have a GREAT team but Anne made us think differently about our presentations and has transformed the way we engage with clients. I highly recommend her for demo/presentation training. Trish Bertuzzi, President, The Bridge Group, Inc.