On Tuesday, I started a series of lessons from the book Words that Work by Frank Luntz by giving you his first four rules of communication. Here are rules five through nine:
Rule Five…Novelty: Offer Something New
Words that work often involve a new definition of an old idea. (In preaching the goal is not to have a ‘new idea’ but to share the ‘old ideas’ in new ways.) There’s a simple test to determine whether or not your message has met this rule. If it generates an “I didn’t know that” response, you have succeeded.
Rule Six…Sound and Texture Matter
Says (Aaron) Sorkin: “The greatest speech of all time is ‘I Have a Dream.’ You read the speech and it’s perfect. Listen to the speech, it gets more perfect. The way as the speech moved on, the phrase ‘I have a dream’ stopped being the beginning of each stanza and began being the end, ‘That one day, we will be judged not by the color of our skin, by the content of our character, I have a dream.’ That’s what jazz musicians do. They take a phrase and they move it. It was phenomenal delivery.”
The word: imagine. Whether it’s the car of your dreams or the candidate of your choice, the word imagine is perhaps the single most powerful communication tool because it allows individuals to picture whatever personal vision is in their hearts and minds.
Rule Nine…Ask a Question
“Is it live, or is it Memorex?” “Where do you want to go today?” (Microsoft) “Can you hear me now?” (Verizon Wireless) “Got Milk?” In his work, (Tony) Schwartz found that people reacted best to language and messages that were participatory—allowing the receiver to interact with the message and the messenger.
Rule Ten…Provide Context and Explain Relevance
You have to give people the “why” of a message before you tell them the “therefore” and the “so that.”
Some people call this framing.
This is no doubt the best book on communication that I’ve read in the last year. How about you? What’s the best communication book have you read lately? Feel free to share your comments below.
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