Persuasion 72
persuasion After seeking advice from two psychologists on how they could better sell the advantages of home insulation, the utilities company decided to change its technique by describing the inefficiencies more vividly. With the next audits, homeowners were told that the seemingly minute cracks here and there were collectively equivalent to a gaping hole the size of a basketball. This time, 61 percent of the homeowners agreed to the improvements!5
When you find yourself in a situation where you really need people on your side, use words that are going to create strong mental images. Attorney Gerry Spence once said, "Don't say he suffered pain. Tell me what it felt like to have a broken leg with the bone sticking out through the flesh. Tell me how it was! Make me see it! Make me feel it!"6 Words are more powerful when they have strong emotional connotations. You want your words to be clear and credible, but they will have greater impact if they also strike an efnotional chord within your audience. You can avoid being melodramatic or sensational by being sure that your words truly reflect the circumstances and that they can always be backed up.
You can even package simple derogatory comments. Sure, you can call someone dumb or stupid, but when you can verbally package something, this is what you get:
6. Dumber than a box of hair
в Got into the gene pool while the lifeguard wasn't watching
7. If brains were taxed, he'd get a rebate
8.
All foam, no beer
Sharp as a marble
Complex
Annually
Comprehend
Assistance
Simple
Every year Understand
Help
Grow
Cultivate
Accomplished Essential
Did
Necessary Use
Utilize
Persists
Continues
First
Answer
Spread
Primary
Respond Disseminate
Following are some simple guidelines to keep your speech and verbal packaging on the right track.
9. Don't use jargon or technical language unless you are sure every member of your audience understands the meaning.
10. Don't use profanity or slang. In general, using profanity damages your credibility.8 Be sensitive to whatever language your audience might find offensive, profanity or politically incorrect. Avoid namecalling and other forms of abusive language.
11. Speak in everyday language. You want your audience to relate to you and to feel as comfortable with you as possible. Use language that will make you seem familiar and easy to follow.
12. Keep your language simple and clear.
и Keep your sentences short. Use as few words as possible unless you are painting the picture-just one idea at a time.
13. Use words that will engage the audience. Use "you," "we," "us," and even "I" if you are relating a personal experience.
14. Don't use vague and abstract words. They muddle your meaning and confuse your listener.
15. Don't talk down to your listener by using pompous and pretentious words. Be direct; don't bluff or beat around the bush.
16. Use verbdriven language. By using verbdriven language, you will arouse a greater sense of action and motivation. persuasion