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Words That Work - Coggle Diagram
Words That Work
10 Rules of Effective Communication
Rule 1: Simplicity - Use Small Words
Rule 2: Brevity: Use Short Sentences
Rule 3: Crediblity
You have to have a good reputation
Tell people who you are and then be that person and do what you said that you would do. Remind people that you are what you say you are.
Say what you mean and mean what you say
Rule 4: Consistency Matters
Rule 5: Novelty Offer Something New
Tell consumers something that gives them a brand new take on an old idea.
Rule 6: Sound and Texture Matter
'Think Different', 'I'm lovin' it'
Rule 7: Speak Aspirationally
The key is to personalize and humanize the message to trigger an emotional remembrance.
Rule 8: Visualize
Use the word 'Imagine'
Rule 9: Ask a question
Asking rethorical questions like 'What would you do if you were in my shoes'
Rule 10: Provide Context and Explain Relevance
It's not what you say, it's what people hear and see.
Rule 11: BONUS: Have a visual aspect to the message, nothing beats it.
You have to put yourself into the mind-set of the audience.
Focus on Results not the Process - When Addressing Something, that is.
Good commmunication = Conviction & Authenticity
Never use a metaphor,simile or other figure of speech that you see in print.
Never Use a Long word where a short one will do
If it is possible to cut a word out, always cut it out.
Never use the passive where you can use the active.
Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
Break any of these rules sooner than say anything outright barbarous.
The Messenger is the Message
People forget what you say, but they remember how you made them feel.
A superstar creates a persona in the public mind by conveying certain essential characteristics about himself.
They do not describe their attributes and values, they LIVE them.
Sorkins Fundamental Rule of Effective Manipulation - Do not let them see it coming.
Unless and Until you say something to break the rhythm of a negative story it will continue.
AUTHENTICITY - You cannot get away with acting in politics/business for long.
Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.
When the message, messenger and recipient are all on the same page, that's a 'Language Alignment'
The Language in the ads and promotions must match the language on the street, in the shop and on the floor.
Read Orwells Politics and the English Language