persuasion Upward inflections tend to suggest lack of confidence and doubt. Numerous studies have shown that a common trait of successful men and women is their skillful use of language. This correlation has also been manifested in their incredible ability to persuade. The Inherent Power of Words Words communicate abstract or vague things. We can use them to explain events, to share feelings, and to help visualize the future. Words shape our thoughts, feelings, and attitudes towards a subject. They help decide if we stay neutral or take action. Just reading words can affect your thoughts, attitudes, and feelings. For example, read these six words slowly and vocally, taking notice of how they make you feel. Murder Hate Depressed Cancer Sad Despair Now read the following six words slowly and vocally, noticing how the words affect you as you do so. Wealth Success Happiness Health Inspiration Joy How did these words make you feel? Successful persuaders know how to use the right words to create the desired response in their audiences. Speakers with greater verbal skills come across as more credible, more competent, and more convincing. Speakers who hesitate, use the wrong words, or lack fluency have less credibility and come across as weak and ineffective. The Fundamentals of Language Usage The use and packaging of language is a powerful instrument that can be fine tuned to your advantage. We all know the basics of language, but mastery of both the aspects of language usage and the verbal situation can control human behavior. The proper use of verbal packaging causes you to be adaptable and easy to understand. This type of language is never offensive, and is always concise. To create an effective verbal package, you need to understand the following critical aspects of language: Word Choice Vocal Techniques Doublespeak Emphasis Packaging Your Numbers Pace Vocal Fillers Positive Word Choice Emotionpacked Words Pitch Articulation Pauses Word Choice in Marketing Volume Pitch Use of Silence Vivid Language Simple but Powerful Words Simple Statements Attentiongrabbing Words Word Choice Understand that proper language varies from setting to setting, and from event to event. One word choice does not work in every circumstance. Word choice can also be critical to defusing situations and in getting people to accept your point of view. Even one word can make the difference in perception and acceptance. In a study by social psychologist Harold Kelley,1 students were given a list of qualities describing a guest speaker they were about to hear. Each student read from either one of the following two lists: Cold, industrious, critical, practical, and determined Warm, industrious, critical, practical, and determined Of course, the students who read # 1 had less than positive feelings about the speaker. The interesting thing, though, is that the lists are exactly the same except for one word! It seemed that the differing word's placement at the head of the list conditioned how the reader felt in reading through the rest of the list. persuasion