By Steve Adubato, PhD
Frank Luntz is the author of a new book, “Words that Work: It’s Not What You Say, It’s What People Hear” (published by Hyperion) that explores words that connect with people and those that fall flat. Luntz uses a compelling example to make his point that the key to successful communication is understanding other people’s perception and interpretation of what you say. It goes back to 1984 and a report that CBS News reporter Lesley Stahl wrote that was highly critical of President Reagan. Stahl said; “I was worried that my sources at the White House would be angry enough to freeze me out.”
But according to Luntz, White House communication guru Michael Deaver was thrilled with the story and actually said to Stahl, “What a piece, we loved it.” Stahl was stunne; “Didn’t you hear what I said?” Then Deaver deadpanned, “Nobody heard what you said…you guys in television haven’t figured it out yet, have you? When the pictures are powerful and emotional, they override if not completely drown out the sound…Lesley, nobody heard you.”
So, it is not what you say, it is what people hear AND SEE. Luntz, an expert in public opinion, has moderated hundreds of focus groups testing specific words, phrases and messages and has concluded that many professionals who should know better consistently use language that just doesn’t connect. Some questions.
Q: What are some examples of words that work?
A: Luntz advocates using simple language without insider jargon. Forget “managed care,” refer to it as patient-centered care.” Instead of “tax reform,” it is better to call it “tax relief.” “Inheritance tax” doesn’t connect, but “death tax” does. Or, most citizens don’t like when you talk about “spending” but they feel better about an “investment.” And in the corporate world, “corporate responsibility” is better than “corporate transparency.”
Q: What about a term like “asset monetization” that is getting used in the Statehouse to refer to the selling or leasing of government assets like the NJ Lottery or the NJ Turnpike?
A: Frank Luntz and others who really understand communication would rail against such language. What IS “asset monetization” other than a technical phrase dreamed up by some economist that has simply been repeated by others that haven’t taken the time to think about how such useless jargon would be interpreted?
Q: Isn’t it difficult to come up with language that most people will understand and appreciate?
A: Sometimes, but it’s worth it. Think about some simple phrases and slogans that have stood the test of time, many of which are included in Luntz’s book. For years, the Allstate slogan has been; “You’re in good hands with Allstate.” Simple and to the point. What about NBC’s Thursday night; “Must see TV?” For years, millions of Americans agreed. Finally, “Own a piece of the rock,” refers to the Prudential rock and calls for people to invest in a solid financial foundation. Simple, powerful words and messages connect.
Q: In Luntz’s book, he talks about words like “imagine” being especially effective. Why is that?
A: “Imagine” is one of my favorite words that gets your audience ready to picture the possibilities. “Imagine” cues your audience to what is about to come and helps a communicator paint a vivid picture of a specific outcome. Consider this; “Imagine a business where customers are intensely loyal and wouldn’t dream of going anywhere else. To get there we need to…” This phrase paints a picture and provides a call to action. “Imagine” is a word that every communicator should use in presentations, meetings or sales pitches. Try it and you will begin to understand that it is what people hear that matters most in the communication game.