Frank Luntz is an expert on words and the impact they have on perceptions, memory and actions. He is sought by CEOs of Fortune 100 companies, political candidates, public advocacy groups, and world leaders – anyone who wants to know how to say things better and more effectively.
His findings are fascinating to me and I refer to them often when writing and editing. Words matter in a big way and it pays to be precise.
Below are 11 of the words and phrases that Luntz has found that matter the most in business, politics, the media and culture:
“Imagine” is still the most powerful word in the English language because it is inspiring, motivating, and has a unique definition for each person. When you want to inspire, imagine is the language vehicle.
“No excuses.” Of all the messages used by America’s business and political elite, no phrase better conveys accountability, responsibility and transparency. This phrase generates immediate respect and appreciation.
“I get it.” This explains not only a complete understanding of the situation but also a willingness to solve or resolve the situation. It’s short, sweet and effective — and too few leaders use it.
“If you remember only one thing…” is the surest way to guarantee that voters will remember the one point that matters most to you. This is essential in complicated situations like the upcoming debt ceiling vote.
“Uncompromising integrity.” Of all the truthiness words, none is as powerful as “integrity,” but in today’s cynical environment, even that’s not enough. People also need to feel that your integrity is absolute.
“The simple truth” comes straight from billionaire businessman Steve Wynn, and it sets the context for a straightforward discussion that might otherwise be confusing or contentious. It’s the perfect phrase to begin and end the budget-deficit-debt debate.
“Believe in better” comes from BSkyB, the satellite television provider owned in part by Rupert Murdoch’s Newscorp empire. Of all the corporate mission statements of the Fortune 100, “believe in better” is the second-most popular — and it applies to politics as well. People don’t want quantity. They want quality.
“Real-time.” This is not a pitch for Bill Maher. Many American were furious that they couldn’t get the details of the health-care legislation in a timely fashion. “Real-time” communicates receiving information at the speed of life.
“You decide.” No, this is not paying homage to Fox News. The lesson of 2010 is that Americans want control of their lives back, and they don’t want Washington or Wall Street making their decisions for them. So add the phrase “you’re in control” and you’ve said exactly what Americans want to hear.
“You deserve.” This comes from DNC Chairman Tim Kaine and it was first employed by him in his highly praised 2006 SOTU response. It tells voters precisely what they should expect from their politicians and their government.
“Let’s get to work” was employed by Florida Governor Rick Scott in his successful campaign. No other end-of-speech rallying cry is more motivational to voters.
These phrases have the power to shape ideas, minds, and actions. Put them to use in your own writing and speaking and don’t be surprised when good things happen.
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