Word Power

Capturing Attention  –  tactics and tips to inspire action!

Have you ever considered how much time you spend presenting? Perhaps you're thinking ‘not enough!’ There never seems to be enough ‘nose to nose, knees to knees time’ presenting to prospects and clients. 

Yet what about the time you spend selling ideas to your coworkers, even your family and friends?  What happens when you count that in? 
 

Whatever the message, you do spend a lot of time asking others to consider your opinion, support your position, buy your ideas and more. So can you ever have too much help?
 

And when you think about your most important messages, the same ones you share over and over again,

• Do you ever wonder if there is a better way of saying it?

• Wish for a fresher approach, a little more sizzle?

• Something that sets you apart?

Some will not be new news, just a slightly different perspective on what you already know. But review is good, isn't it?

A few may trigger an idea, open a door, suggest an opportunity. And since we never really know how far one small change can go, well the possibilities are ... a bit like that saying about acorns and oak trees.

1. Use the model: Sense ► Feel ► Think ► Do
   Why? Because we process sensory information instantaneously - before we become aware of it.
   
   Sensory information (clues) includes everything people can see, hear, touch, smell and taste while they work with you. Plus the images, sounds and feelings your words bring to mind.
   
   These sensory clues ►trigger a feeling ► feelings produce a decision ► which is justified with logic ► allowing us to do, take action.
   
   Paint a picture, ring a bell, evoke a feeling with your words, and only then offer logical, rational reasons for the actions you'd like people to take. Questions will help you do this.
    

2. Use questions to evoke images, sounds, self-talk and feelings. Invite people to imagine, try on or recall a need you can satisfy. Think of questions in the same way you think about coaching. They let people discover their own reasons for caring about your ideas, your products, your message. Here's an example:
   
   “Have you ever asked yourself why a presentation that works so well with one client totally bombs with another? And doesn't it always seem to happen with the one person you want to impress?”
   
   “What if you had a way to resolve this? A process you could use to get blueprint, a road map for how someone is going to be motivated? For what you need to say, and how to say it. Can you see yourself using a technique like that? Feel the difference it might make? Now let me explain what it is and give you the facts behind why it works.”
   
   Your best questions could begin with “What would happen if ...?” “Have you ever wished you could?” “What would it be like if?” “Just suppose for a minute ... can you see yourself...”
   
   Questions make it personal. Use them often and use them early in the message. So people can see where you're going and tell themselves there is a reason for listening to what follows.
    

3. Paint a vivid picture of the positive outcome they can aspire to. When you can't show people pictures, your words can help them create mental images.
   
   “Imagine yourself turning the most difficult prospect into putty, ready to drink in your words, hanging on to every bit of advice you offer. That would feel pretty good wouldn't?” “Tell yourself, it's going to be so easy, I'll wonder why I didn't learn this stuff years ago.”
   
   (Now if you're really interested, see Influencing Minds, Mastering Motives  You can register directly with Foran Financial Institute.)
    

4. Speak only from the heart. Be sincere. And you already know that. Words have a translucent quality about them. You can disguise your intentions for mere seconds, before true feelings are exposed. Through the words you chose, the tone of voice used, your facial expressions and body language.  
    

5. Be consistent. Once you find the right message stay with it.
   
   Coca Cola’s first slogan ‘It’s the real thing!’ kicked off in 1943. It may have changed a few too many times in recent years – can you even think of Coke’s current tag line?
   
   Hallmark’s ‘When you care enough to send the very best’ has been around since 1934.
   
   Avis has been using ‘We try harder’ since 1962. And Maxwell House has stood by ‘Good to the last drop’ since 1915!
    

6. Set positive expectations. Speak ‘aspirationally.’ Offer a message of hope. Did you listen to the early messages from senators Clinton and Obama? Before identity politics came into play?
   
   Which message seemed to sweep people up? Grab them by their emotional hot buttons? Political campaigns showcase the power words have to trigger emotions. Win the heart and the mind will tag along.
   
   ‘Aspirational’ marketing makes the consumer the product. Transforms who they are. Remember last summer's newsletter on the trends futurists were predicting? The Dream Society and The Experience Economy?
   
   Both suggest we’re passing out of the Experience Economy and entering the Transformation Economy. People want products to transform their lives. Change who they are.
   
   Think about Dove's ‘Love the skin you’re in!’ campaign. Dove's campaign shines a light on beauty in its many forms. It transcends the rules and artificial expectations drummed into women by the fashion industry. Dove makes beauty one-of-a-kind and personal, something every woman can aspire to. And achieve!
    

7. Edit your documents several times.
   A) Ask yourself, can I get rid of any fifty cent words? Fifty cent words obscure meaning. Make it murky.
   
   Simple words clarify meaning, keep it short and sweet. Stick to two syllables or less, if you can. Word Power has more impact than ‘Effective use of Language,’ doesn't it?
   
   Or enquiring, “does that amply demonstrate the rationale behind the theory” when “can you see what I mean” would do.
   
   B) Can you say it in fewer words? Will it still work if you do? Think of the power slogans have to convey meaning. Just do it. Where's the beef? and Have it your way.
   
   A friend of mine likes to quote Mark Twain. Her favorite is an occasion when Twain told his newspaper editor “I didn’t have time to write a short article, so I wrote a long one instead.”
   
   Yikes! I'm out of time.