Today I’m starting a four part communication series on lessons I have learned from the book WORDS THAT WORK by Frank Luntz. Although this book is about two years old (a revised updated paperback version is scheduled for release next month), it’s one of the best I’ve read on the topic of communication. While it focuses on political and corporate communication, the lessons for pastors and church leaders are easy to extract. I recommend that you read and study this book. Here are four of the rules he offers for good communication:
Rule One…Simplicity: Use Small Words
Avoid words that might force someone to reach for the dictionary…because most Americans won’t.
Rule Two…Brevity: Use Short Sentences
Rule Three…Credibility Is As Important As Philosophy
Rule Four…Consistency Matters
Message consistency builds customer loyalty. Ronald Reagan was the only politician I ever saw who seemed to enjoy saying the same words over and over again as though it was the first time he had ever spoken them.
Are you violating any of these rules in your speaking, preaching or church communication? More tomorrow.
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