Words that work in business and politics

Crafting marketing and campaign messages is all about using the right words. The same is true when you try to successfully frame issues and win debates.

Two prominent communications strategists – one republican, one democrat – were guests on The Diane Rehm Show this month to discuss which words and phrases deliver the biggest payload when trying to influence others.

One was republican researcher and wordsmith Frank Luntz, president of Luntz Global and author of the new book Win: The Key Principles to Take Your Business from Ordinary to Extraordinary. The other Anita Dunn, democratic strategist and former senior adviser to the Obama campaign.

Frank Luntz

You can listen to the program in its entirety by clicking here.

As host Diane Rehm said in the setup to their discussion, “You might have the best product, the best service, the best message, but without the right words, all could be lost.”

The bottom line on communications, Luntz and Dunn agreed, was to make your message “people centered” and “authentic.”

If you’re not people centered, Luntz said, you’re not going to understand people’s hopes and dreams, and thus cannot address the most important factors in their lives.

Anita Dunn

And you better believe what you’re communicating, Dunn said, because if the message isn’t authentic it isn’t going to work, regardless of the words and phrases chosen. This is especially true in this age of transparency, driven by the social media culture.

“Authenticity is critical,” Dunn said. “It’s a value people look for. If you are saying things that sound phony, people will pick it up.”

“Genuine,” a synonym for authentic, is a power word, according to Luntz, especially when paired to certain companion words. For example, genuine accountability indicates you really mean what you’re saying.

Luntz’s new book, Win, lists the words and phrases his research has determined to be the most persuasive. They include:

• Imagine, because it allows the recipient to consider whatever vision he or she has in mind. In other words, it puts the communication in the listener’s perspective.
• No excuses.
• I get it.
• If you remember only one thing… Use that phrase and listeners will remember the next 30 seconds of what you say.
• The simple truth, as in “The simple truth is we cannot spend more money than we take in.”
• Uncompromising integrity.
• Real time.
• You decide.
• You deserve.
• Let’s get it done.

The most powerful opening word for your message is “imagine,” for reasons explained above, and the most powerful closing words are “let’s get it done.”

The political strategists emphasized the importance of taking context and your target audience into consideration when trying to promulgate an effective message.

For instance, it would be important for certain businesspeople or politicians to know that the No. 1 definition of the American Dream for the Latino population is “home ownership.”

Luntz divides message recipients into five categories.

1. Rejectors
2. Disagreeables
3. Neutrals
4. Acceptors
5. Embracers

Forget the rejectors because there’s nothing you can do to influence them. The disagreeables won’t help you either. Instead, focus on energizing the embracers and get them to act or speak up on your behalf in helping to turn acceptors into embracers.

“The words you say determine your success or failure,” Luntz said. “The right words can move mountains and change a generation. The wrong words can really, really sink you.”

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