The Ten Rules of Effective Language
I just read and loved Words
that Work, It’s Not What you Say, It’s What People Hear by
Dr. Frank Luntz. Luntz is recognized as one of “hottest” communications
strategists. His ten rules for effective language are worth sharing
because they are so practical and proven through market research and
market success with organizations and brands.
- Simplicity: Use Small Words -- avoid words that force
Americans to use a dictionary because most won’t. Long words
can raise suspicions. Think of the simplicity of messages such
as “Campbell’s Soup Mmm Good” or “M&Ms:
melt in your mouth; not in your hands.”
- Brevity: Use Short Sentences – Mark Twain said it best: “Didn’t
have time to write a short letter, so I wrote a long one instead.” A
picture is worth a 1000 words: “The Uncola” and “They’re
grrreat!” for Frosted Flakes or the infamous Goldilocks “Just
right.” Successful communication is small beats large, short beats
long and plain beats complex.
- Credibility is as Important as Philosophy – people have
to believe it to buy it. Are products really “new & improved?” That
claim can be the recipe for customer resentment. New Coke is the prime
horror story and BMW shines with “the ultimate driving machine.” Credibility
is simple: say who you are and do, and then “Just Do It.”
- Consistency Matters -- like the Energizer bunny, repetition
should keep going and going. Consider messages such as “Avis We
Try Harder” (45 years old) or “Wheaties – Breakfast
of Champions!” (72 years old). Message consistency takes extraordinary
discipline but pays off tenfold in breeding customer loyalty.
- Novelty: Offer Something New -- words that work can involve
a new definition of an old idea such as the famous Volkswagen “Think
Small.” The combination of surprise and intrigue creates a compelling
message. What matters is that a message is discovery: “Wow, I never
thought of that.” Hebrew National hot dogs novelly stated: “We
answer to a higher authority.”
- Sound & Texture Matter – can be simply the same syllabic
cadence as in the memorable "Snap, Crackle, and Pop" of Rice
Krispies which conjures the brand name and cereal taste too. Sometimes,
you can even butcher language, such as Apple’s “Think Different,” and
McDonald’s “i’m lovin’ it.” and speak directly
to how customers feel about the experience.
- Speak Aspirationally -- good aspirational language triggers
an emotional remembrance and personalizes your message. Relating to the
language of your buyer’s own life personalizes it. Aspirational
messages see the “you” -- the smarter, sexier & sunnier “you.” “Olay,
love the skin you’re in” affirms self worth. DeBeers’ “diamond
is forever.” evokes eternity and immortality in the diamond and
relationship.
- Visualize -- paint a vivid picture: NBC “Must See
TV;” Allstate “You’re in Good Hands!” Dodge “Grab
Life by the Horns.” When Infiniti introduced its new cars, it showed
no cars in ads; just drivers’ fantasies. Lexus’ “Relentless
Pursuit of Perfection” showed cars navigating windy roads; a solid
but not spectacular message. Who has more market share? “Imagine” is
the most powerful communications tool, allowing a person to picture a
personal vision is in his heart and mind.
- Ask A Question – “Is It Live or is it Memorex?” “Can
you hear me now?” (Verizon) and “Got Milk?” “Are
you better off today than you were four years ago? (President Reagan).
It’s not what say, but what you ask that really matters. A statement
as a rhetorical question can have greater impact than an assertion. A
rhetorical question makes the reaction personal, and personalized communication
is best.
- Provide Context and Explain Relevance -- context establishes
a message’s value, its impact and its relevance. The right “why” to
address is just as important as the “how” you offer. Burger
King’s “have it your way” is no mass-produced, assembly-line
fast food. Relevance is the individual, personal meaning and value in
your buyers’ words. If it doesn’t matter, it won’t
be heard. American Express’ “Don’t leave home without
it” hit the fear of losing a wallet away from home. “Hassle-free
technology” trumps the type of chip in your Dell computer.
Let’s dialogue soon about how we can create effective language together
for your organization, brands, products and services.
— Kevin Donnellon
kevin@macalicomm.com |