Imagine… WORDS THAT WORK.. to generate prospects
Apr 12th, 2007 by Vikram Rajan
I often browse the bookstores searching for books that are not yet on the radar screens. Most of the time it takes authors hundreds of pages to get to just 1 of the sentences in my book “101 Business Thumb-Rules: Idea Journal.” (It’s often a prize at my seminars. And it’s a gift when you order 3 copies of my audio-book INSTANT BUZZ.)
The other day I happened upon a cool looking book (dramatic cover)… AND the words within worked with me. It’s called Words That Work: It’s Not What You Say, It’s What People Hear
Through anecdotes, Dr. Frank Luntz showcases 10 Rules to precisely use “Words That Work.” I highly recommend that book, you can buy it right from Amazon. I’m paraphrasing the 10 thumb-rules here; it’s worth it to buy the book and read why (and how) these rules work:
- Use small, simple words.
- Use short sentences.
- Build credibility (not just hype).
- Consistent repetition, repetition, repetition, repetition.
- Novelty: new wine, old bottle… be surprising and provocative.
- Use sound words: Alliteration, Rhyme, Rhythm, Onomatopoeia (like Snap! Crackle Pop!).
- Evoke aspirations, improvements, vision.
- Use visual words: descriptive imagery.
- Ask questions?
- Frame it: Build context, the why, its relevancy.
CURRENCY: In the appendix of Words That Work, Dr. Frank Luntz goes on to cite “21 words for the 21st Century.” These are the words that are the most trendy and current. You’ll hear ‘em in product & political marketing… and you should use ‘em to your advantage (with the 10 rules above). Dr. Luntz doesn’t go into much detail about WHY these are the words in the appendix, but Words That Work is worth the buy. Here are the 21st Century currency words (in no relative order):
- Imagine…
- Hassle-free
- Lifestyle
- Accountability
- ‘Results,’ ‘Can-do spirit’
- Innovation
- Renew, revitalize, rejuvenate, restore, rekindle, reinvent, re-…
- Efficient & efficiency
- The right to…
- Patient-centered
- Investment
- Casual elegance
- Independent
- Peace of mind
- Certified
- All-American
- Prosperity
- Spirituality
- Financial security
- A balanced approach
- A culture of…
Can you see how these “21st century” currency words follow the ten rules above? What do you think about the book, Words That Work? Which ads have you seen that follow these rules & words? How have you put ‘em to use?
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