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Please consider this free-reprint article written by:
Kurt Mortensen
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Article Title: Power Selling With Word Choice
Author: Kurt Mortensen
Word Count: 894
Article URL: http://www.isnare.com/?aid=106860&ca=Marketing
Format: 64cpl
Author's Email Address: askkurt[at]persuasioninstitute.com
(replace [at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=106860
================== ARTICLE START ==================
The Law of Verbal Packaging states that the more skillful a
person is in the use of language, the more persuasive they will
be. People are persuaded by us based on the words we use. Words
affect our perceptions, our attitudes, our beliefs, and our
emotions. The words we use in the persuasion process make all
the difference in the world. Language used incorrectly will
lose the deal you might otherwise have closed. Word skills are
also directly related to earning power. Successful people all
share a common ability to use language in ways that evoke vivid
thoughts, feelings, and actions in their audiences
Over 60 percent of your day is spent in oral communication, in
which you could be persuading, explaining, influencing,
motivating, counseling, or instructing. You can create
movement, excitement, and vision with the words you use. The
right words are captivating; the wrong words are devastating.
The right words make things come to life, create energy, and
are more persuasive than the wrong words. As Mark Twain said,
"The difference between the right word and the wrong word is
the difference between lightning and a lightning bug." The
bottom line is that the words you use attract or repel your
prospects.
Understand that proper language varies from setting to setting,
and from event to event. One word choice does not work in every
circumstance. Word choice can also be critical to defusing
situations and in getting people to accept your point of view.
Even one word can make the difference in perception and
acceptance. In a study by Harold Kelley,1 students were given a
list of qualities describing a guest speaker they were about to
hear. Each student read from either one of the following two
lists:
1. Cold, industrious, critical, practical, and determined
2. Warm, industrious, critical, practical, and determined
Of course, the students who read #1 had less than positive
feelings about the speaker. The interesting thing, though, is
that the lists are exactly the same except for one word! It
seemed that the differing word�s placement at the head of the
list conditioned how the reader felt in reading through the
rest of the list. It didn�t matter that none of the following
words were negative. Just reading the word "cold" tainted how
the students read the rest of the list.
Words communicate abstract or vague things. We can use them to
explain events, to share feelings, and to help visualize the
future. Words shape our thoughts, feelings, and attitudes
towards a subject. They help decide if we stay neutral or take
action. Just reading words can affect your thoughts, attitudes,
and feelings. For example, read these six words slowly and
vocally, taking notice of how they make you feel.
Murder -- Hate -- Depressed -- Cancer -- Sad -- Despair
Now read the following six words slowly and vocally, noticing
how the words affect you as you do so.
Wealth -- Success -- Happiness -- Health -- Inspiration -- Joy
How did these words make you feel? Successful persuaders know
how to use the right words to create the desired response in
their audiences. Speakers with greater verbal skills come
across as more credible, more competent, and more convincing.
Speakers who hesitate, use the wrong words, or lack fluency
have less credibility and come across as weak and ineffective.
Sales professionals also use words carefully. They know that
one wrong word can send their prospect�s mind somewhere else
and lose them the sale. Some examples of language that
salespeople use to help diffuse a potentially tense situation
include the following:
Contract -- Agreement/paperwork
Sign here -- OK the paperwork /Autograph
Sell/buy -- Get involved
Cancellation -- Right of rescission
Salesperson -- Business consultant
Commission -- Fee for my services
Cost -- Investment
Credit card -- Form of payment
Problem -- Challenge
Objections -- Areas of concern
Expensive -- Top of the line
Cheaper -- More economical
Service charge -- Processing fee
The airline industry has mastered the power of words. They know
word choice is critical to getting their point across and to
reducing panic. When you listen to the flight attendants�
instructions before take off, you also hear careful word
choice. They tell you that in the event of a water landing,
your seat cushion can be used as a "flotation device." Hello!
What they�re really saying is, "If we crash into water, grab
your seat cushion so you don�t drown." Notice they don�t say
"life preserver," but rather they call it a "flotation device."
Also note that there is no "barf bag" on board--it�s a motion
discomfort bag. Or "we are experiencing a mechanical
difficulty" instead of "the plane is broken." They don�t clean
the plane; they refresh it. Planes aren�t late; they�re merely
delayed. And, my personal favorite, they never lose my luggage;
they misplace it. Yes, airlines know the power of word choice in
affecting their customers� point of view.
Application Questions:
Verbally package your product/service � Put it in the best
light.
How can you put your products/service greatest weakness and
verbally package it into a strength?
Give me a 2 minute portion of your presentation. Verbally
package it for me.
About The Author: Learning how to persuade and influence will
make the difference between hoping for a better income and
having a better income. Beware of the common mistakes
presenters and persuaders commit that cause them to lose the
deal. Go to http://prewealth.com/mistakestoavoid and explode
your income today.
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For more free-reprint articles by Kurt Mortensen please visit:
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