Ten rules of effective language ( from Words that work )
- Simplicity – Use small words
- Using a long word when a short one will work, raise suspicion
- Plan the idea is, easy the communication is
- Brevity – Use short sentences
- Credibility is as important as Philosophy
- People have to believe it to buy it
- Consistency Matters
- Remember the coke tagline “It's a real thing”
- Slogans are part of this idea
- Novelty – Offer something new
- new definition of an old idea
- Sound and Texture matters
- words starting with same letter , e.g all words starting with A sounds good and easy to remember
- Speak Aspirationally
- Need to say what people want to hear
- Visualize
- Paint a vivid picture
- “when it rains, it pours”
- Ask a question
- “Can you hear me now?” ( Verizon)
- Provide Context, Explain Relevance
- you have to give people “why”, before you tell them “ therefore”