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Article Title: Doublespeak: Words Invoke Emotions
Author: Kurt Mortensen
Word Count: 582
Article URL: http://www.isnare.com/?aid=96148&ca=Marketing
Format: 64cpl
Author's Email Address: askkurt[at]persuasioninstitute.com
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Words also have a strong bearing on how we remember certain
details. For example, in a 1979 study conducted by Elizabeth
Loftus, when defendants were asked how fast they were driving
when they "smashed" into the other car as opposed to "hit" the
other car, much higher speeds were reported. In another study,
subjects were asked if they had headaches "frequently" or
"occasionally" and how many per week. Those who were
interviewed with the word "frequently" reported 2.2 headaches
per week, while those interviewed with the word "occasionally"
reported only 0.7 per week.
Have you ever noticed those pharmaceutical commercials
currently on the air? They portray all these wonderful benefits
and use a soothing, sophisticated voice to highlight these
benefits. Then, at the end of the commercial, when they have to
run through all the negative side effects: vomiting, headache,
diarrhea, etc., they read through these negatives quickly using
the same pleasant voice! The effect is that negatives are
de-emphasized, and we, as viewers, are still left with an
overall positive impression.
The term double-speak means replacing an offensive word with a
less offensive word to create less sting. Here are some
examples of how double-speak has made its way into our society.
Fired -- Let go
Used car -- Pre-owned vehicle
Sex change surgery -- Gender reassignment
Garbage man -- Sanitation engineer
Interrogate -- Interview
Fail -- Not passing
Fatty (beef) -- Marbled (beef)
Final exam -- Celebration of knowledge
Often salespeople, or people in any sort of persuasive
situation for that matter, need to either play up or play down
the greatness or smallness of certain numbers. When playing up
a number, persuaders use this type of language:
*More than three quarters�
*Almost eight out of every ten�
*Better than two out of three�
When playing down a number, they use this type of language:
*Less than half�
*Fewer than two out of three�
*Under three quarters�
You can use positive words to help prospects feel more
confident, safe, or happy. You can also use negative words to
trigger depression, anxiety, or sadness. When you use positive
words, you capture and keep the attention of your listeners on
the points you want them to concentrate on. The words you
choose to use can mentally keep them on track. For instance, if
you want to plant seeds of doubt, you would use negative forms
of speech. When we are in a positive mindset, we don�t ask as
many questions. Positivity puts our mind in a comfortable, more
persuadable area. When the negative is triggered, it requires
more mental effort and our mind begins to search for
incongruities or weaknesses in the argument.
Former Speaker of the House Newt Gingrich published a guidebook
called Language: A Key Mechanism of Control.3 In it, he advised
Republicans to use positive governing words for themselves and
negative words for their opponents. This pamphlet encouraged
them to use the words "common sense, courage, dream, duty,
empowerment, fair, family, and freedom" when talking about
Republican ideals. He then advised them to use the following
words to talk about their Democratic opponents and their
position: "betray, bizarre, cheat, collapse, corruption,
crisis, destroy, devour, and disgrace."
APPLICATION QUESTIONS
What words are you using that cause a negative reaction in your
prospects mind?
What words can you use to trigger more pain in your
presentation?
About The Author: Everyone persuades for a living. Whether
you�re a sales professional, an entrepreneur, or even a stay at
home parent, you must convince others to your way of thinking.
Find out more at http://prewealth.com/mistakestoavoid and get
my free report "10 Mistakes that Cost You Thousands."
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