This weekend, I ended up at my favorite local bookstore, discovered a book called Words that Work-It's Not What You Say, It's What People Hear by Dr. Frank Luntz. (Available through B&N, your Quixtar Partner Store.) I took the book with me to the cafe, ordered coffee, sat down, and read vrtually the entire book. I couldn't stop. Luntz has written many political speeches and served as a consultant for major U.S. corporations. He writes about communication clearly and concisely. He writes for and to the audience and this book is a fast, interesting read -- simple and straightforward. Made me think about how important communication in every aspect of life and how we often forget about the audience and what they bring to a message -- like their preconceptions, emotions, experiences. It also made me realize how essential effective messaging is in selling ... not just advertising but one-on-one sales conversations.
Luntz states language is a tool to reach people and that words that work are those that generate practical results. He provides ten rules of successful communication ... and stresses simplicity, brevity, crediblity, and repitition. Here are some brand/coporate slogans that keep it simple yet say a great deal:
Easy as Dell.
The Uncola - 7 up
Snap! Crackle! Pop! - Rice Krispies
i'm lovin' it. - McDonald's
Just do it. - Nike
How 'bout some simple ones that stuck around and proved to be memorable, like:
Avis. We try harder.
Wheaties. Breakfast of Champions.
Plop, plop. Fizz, fizz. Oh, what a relief it is. (nice visual created here, plus you know how many Alka-Seltzer to take for relief)
How 'bout our exclusive brands? Do the taglines keep it simple and stick? Do they resonate with you and your customers?
Nutrilite. Best of nature. Best of science.
Atmosphere. Pure air. Pure brilliance.
Artistry. True science, true beauty.
Ribbon. The Gift of Choice.
Personal Accents. All the right elements.
I enjoyed the section that talked about novelty and offering something new by redefining something old. Remember VW's "Think Small" campaign which made people think about cars in a new way? Luntz also discusses sound and texture of words and messaging, even if they butcher the English language (ouch). Do you recall Mac's slogan, "Think Different"? It stuck for me, because I could hear one of my old teachers saying, "Don't you mean think differently, Susan?"
Luntz offers words and phrases for the 21st century in one of the chapters. Among them, you'll find imagine, hassle-free, lifestyle, accountability, innovation, efficient, certified, peace of mind, all-American, and spirituality. JCPenney just launched a brand called American Living. The commercials and ads are everywhere. Did you see them during the Academy Awards?
According to Luntz, the right words can give you the edge in any venture. I agree. So, the right words for your potential customer or customers, can give you the edge in sales.
To find the right words for your customers, you have to jump into their shoes and get comfortable with what they're thinking and what they're feeling in their minds and hearts. I agree with Luntz on this. Not an easy task, but an essential one for sales success. Do you agree?